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Advertorial | SUITCASE + JOSEPH
Step away from the Mac in a Sac – packing light isn’t a carte blanche for dressing like a hapless tourist on your city break.
For a style-savvy weekend away you need versatile pieces that work from day to night. Flexible items that tick off all eventualities are key to creating multiple outfits with the minimum number of pieces. Before streamlining the contents of your suitcase, a basic background check on the cities you’re jetting off to is advisable.
We’ve partnered with JOSEPH and summarised the sartorial scene of three of our favourite international cities and mapped out how to dress accordingly…
Amsterdam, The Netherlands
Style code: modern and minimalist
For Amsterdam’s hyper-creative design, drinking and dining scenes, meander away from the city’s canal-woven core. Laced by atmospheric narrow lanes and tilting gabled buildings, the city is definable by many terms. The laid-back, design-led, museum-dense, cool-kid “Paris of the North” is now also the world’s denim mecca, with a strong focus on developing more sustainable ways to produce jeans. Spend the weekend strolling the nine streets, shopping local at the farmers market, cycling in Vondelpark or basking in the sun at Roest, Amsterdam’s city beach.
Style code: nonchalant elegance
London is a Gemini in the truest sense. A high-octane, sight-packed metropolis that congruently offers a broad spectrum of charming (and craggy) boroughs, expansive patches of parkland and creative opportunities. The weather is as changeable as the surrounds, meaning packing can be something of an enigma. In London, whether or not LFW is engrained in your iCal or a remote titbit festered in the far corners of your mind, fashionability is paramount. Start your day at an East London artisan bakery, surrounded by locals in sliders, socks and top knots and end with drink at the Laylow – Notting Hill’s latest members-only offering.
Seoul, South Korea
Style code: undone tailoring
Fashion- and tech-forward Seoul is also deeply traditional. From exploring historic Buddhist temples to marvelling at Zaha Hadid’s DDP, the design stakes run high in the South Korean capital. A haven for beauty junkies as much as it is a coven for contemporary art lovers, Hongdae is a hip and lively neighbourhood with a thriving art and indie music scene worth exploring. For the best street style scouting head to Gangnam-gu, while Myeongdong is great for boutiques and the Cheongdam-dong ward is home to some stellar architecture and lusty shopping.
As the Sixties drew to a close, Casablanca-born Joseph Ettedgui imagined a revolution in the way we buy fashion and so created a conceptual boutique to discover new ideas and new designers. JOSEPH brought Kenzo and Castelbajac to the world’s attention, championed Azzedine Alaïa and Yohji Yamamoto, chose Norman Foster to design a store and was the first in London to sell Prada. Following that, the JOSEPH in-house label was launched in 1972.
Today, the JOSEPH collection offers an essential framework of luxury essentials – the Trouser, the Sweater, the Blouse and more, are established as new and modern classics for women and men. The codes of the brand are deconstructed, personalised and twisted, and offer a new uniform way of dressing which is coveted globally.
Shop JOSEPH’s latest collections here.
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