Anna Lundbäck Dyhr and Frederik Dyhr are starting to settle into Joseph and develop their handwriting.
The husband-and-wife duo, who joined the label as co-creative directors at the end of 2020 and in the midst of lockdown, might not be ones for radical change or loud statements but they have still managed to breathe new life into the label with innovative fabrications, optimistic splashes of color and a modern take on comfort dressing — that is bound to resonate even as life outside the home resumes.
They started off with further developing the brand’s foundation wardrobe and nailing the concept of wardrobe staples, that have always been Joseph’s bread-and-butter.
“We’ve spent months thinking about what the perfect trousers look like? How about the perfect shirt? It sounds really nerdy but we really believe in longevity. It’s what Joseph should be known for. It’s easy to get caught in the fashion moment and what’s next, but sometimes you should see what’s right under your nose and look after that,” Frederik said.
In the label’s spring 2022 collection, this translated into perfectly oversize suits; classic men’s evening coats reimagined for women; poplin shirtdresses, and silk blouses featuring elegant overlays.
Knitwear was also a big focus, with intarsia and brushed wool sweaters or patchwork knit dresses that had just enough of a cool factor, without being overly trendy. A light-as-a-feather beige knit dress with translucent sequins embroidered all over offered a great solution to women’s desire for some post-lockdown glamour without sacrificing the sense of ease so many want to hold on to.
“It’s not about Anna and Fred, but about the brand. There are certain DNA elements we can’t ignore, like the total knit looks. You need to find what you’re good at and what to obsess about — knitwear is something we really want to home in on,” added the duo.
For all their focus on wardrobe staples and comfort, the designers are also well aware that people are now keen to “go out, hug, have finger food and drink Champagne.”
So they injected a healthy dose of drama into the collection, too, in the form of graphic black-and-white leather dresses, jewel tones and broderie anglaise separates — a “summer cliché” as the designers called it given a Joseph spin with heavier fabrications and cool, oversize silhouettes.
