24 Hours With… JOSEPH
No-one does clean lines, subtle femininity and easy elegance quite like JOSEPH. Guided by husband-and-wife duo Anna Lundbäck Dyhr and Frederik Dyhr, co-creative directors at the house since 2020, JOSEPH's style signatures of soft tailoring, distinct yet demure knitwear and a pared-back palette speak to every need of a modern wardrobe.
As the new season collection lands at Browns, Anna and Frederick walk us through a day in their world...
"En route to the studio."
What time do you wake up and where?
Anna: I wake up at 6am and practice Yin Yoga, then have coffee before the kids and dogs wake up.
What’s the first thing you do in the morning?
Anna: Yoga and coffee, always! I try not to look at emails or anything first thing, it’s a work in progress…
Where are you usually based?
Fred: Until recently, we were based in Amsterdam and unable to move due to the pandemic. However, once we could, we relocated and are now in Paris. The JOSEPH studio and Atelier is based there, on Canal Saint Martin, which is beautiful on a sunny day.
What does your average day look like?
Anna: It sounds cliché, but there is no average day with us… we have kids, dogs and work together every day, anything can happen. Fred: Today, we are presenting a new collection to the business. This means the whole atelier gets together to present, we have our fit models in the showroom, and it is a huge group effort to showcase the first samples. Tomorrow will be quieter in comparison, with a few meetings in between design and fit discussions, and talking to different teams within the business.
Do you have any rituals?
Anna: I have a hard time with anything that repeats itself. I change my yin yoga everyday, try to walk a different route, never cook the same meals – all little things that make me feel, despite being a grown up, that I am not predictable or set in my ways.
Where is your studio located and how do you get there?
Fred: JOSEPH is based on the Canal Saint Martin, so we get the train into the studio from our house, just outside of Paris.
"Coffee by Canal Saint Martin."
“JOSEPH showroom – 64 Quai de Jemmapes.”
How would you describe what you do?
Anna: A juggler/plate spinner. I am a working parent, I think that sums it up really well.
How has your background influenced who you are today?
Anna: I like to think my upbringing in the north of Sweden keeps my feet firmly on the ground. But the adventures travelling the world - I have lived in Italy, New York, Paris, and London - have given me an open mind and curiosity for new experiences and cultures.
Fred: Being from Denmark, I naturally gravitate towards a sense of minimalism, a clean aesthetic and with work a sense of pragmatism.
How did you get your start in fashion?
Anna: My very first experience working in fashion was with Tomas Maier at Bottega Veneta. Tomas took me under his wing and showed me the ropes. An immensely valuable experience that taught me above all, to love and appreciate quality and craftsmanship.
Fred: After graduating from Kingston University I packed my portfolio and knocked on doors in Paris and Milan for about 2 weeks. I eventually landed an assistant job at Etro in Milan. Not the natural aesthetic fit for me, but an incredible experience.
Was working together something you had always dreamed of doing?
Anna: I don’t think so… I had been working with JOSEPH on a freelance basis when the Creative Director role came up, and I think having seen the challenges and the way the Atelier worked, I had an inside knowledge from an outside perspective. I thought that maybe a duo could work well, and suggested this to Fred, I wanted to ensure he was on board before putting us forward as a pair.
Fred: It was never something we actively looked into, but developing different complementary skill sets over the years, it made a lot of sense when the opportunity presented itself.
"Dressing for the heatwave in loose ramie voile."
"Taking a break at Radiodays."
How did you two meet each other?
Anna: We met on the way home from a concert, whilst living in Florence. The last bus had left and we shared a taxi home…
What are the most important factors for the brand?
Fred: It is important to us to remain true to Joseph Ettedgui’s original vision for the brand - to create a curated timeless wardrobe of luxury essentials, and this remains our starting point every season for the collections.
How do you get into a creative headspace?
Fred: After many years as a designer, it’s quite a fluid transition. I can flip between left and right brain when needed. I like to be creative, but also respect the practical elements of the role too and like to have a 360 view of JOSEPH. Anything and everything can be inspiring…
Whilst working, where do you go and what do you do to take a break?
Anna: I will either take the dogs for a walk, or go to Radiodays – it is around the corner from the studio. I get a coffee and a breather. I have sometimes wondered if they put a magic ingredient in the coffee that makes all your troubles go away.
Do you have a favourite piece from your new collection and who would you most like to see wearing it?
Fred: That’s like asking us to choose a favourite child…haha! There are so many great pieces in this collection, all serving a purpose and solution for everyday dressing needs.
Anna: We really love the bi-colour stripe knit pieces that are coming in September (AW22 Look 29). They are very classically JOSEPH, from the cardigan stitch knit to the black & white colour combination. Also, the Caia coat, which is part of the Foundations collection, it’s the perfect black coat which would fit seamlessly into any wardrobe. It’s always a compliment when someone well known wears a piece from the collection, but seeing the ordinary woman wear the collection is just as rewarding.
“Holiday - Simple life, with local vegetables, wine and fresh herbs in abundance.”
What’s on your bookshelf right now?
Anna: Nothing at the moment, I don’t always manage to read during the year. But I can inhale a stack of books as soon as I go on holiday.
What do you usually do for dinner?
Anna: We try to get together and eat as a family as often as possible. I love getting educated by the kids on various topics, the Gen Z are so political and opinionated so we have lots of interesting discussions.
What time do you go to bed?
Anna: Way later than I’d like too. I feel like I spend a lot of time thinking about going to bed, but there is always something else that needs to be done. With two almost teenage children and dogs, and work. There is always something that keeps me up later than I would like.
Last thing you do before you sleep?
Anna: Kick the small dog out of the bedroom. She sneaks in while I am getting ready and hides under the bed, waiting slyly for us to fall asleep before jumping in!
What do you dream about?
Fred: Holidays… we have just returned from a summer break in Italy, where we spent quality family time together, enjoying the simple life, eating local vegetables and drinking wine.
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