Anna Lundbäck Dyhr and Frederik Dyhr came into their new role as co-creative directors of Joseph under less-than-ideal circumstances. COVID-19 restrictions prevented them from meeting many of their new team members in person, while repeated lockdowns cut their studio time short.

The husband-and-wife duo, who are working together professionally for the first time, joined halfway through the design process of the fall 2021 collection. Their aim was not radical change, but rather to inject a sense of their vision into the collection, and suggest what’s to come.

Their handwriting involved plenty of graphic elements, which added a refreshing touch to brand signatures. Highlights included a black-and-white striped knit inspired by the modernist artist Robert Kelly and striking geometric patterns on silk separates, or oversize wool capes.

“This wasn’t about a full change of direction. We wanted to look at the foundation collection and just gently move it forward,” said Frederik Dyhr, who previously worked for the likes of Tommy Hilfiger, Burberry and Belstaff.

His wife Anna was already a design consultant at the label and previously held senior design roles at Bottega Veneta, Lanvin and Cos.

The duo took up the new role at a time when Joseph’s flair for minimalism and commitment to timeless luxury basics has never been more relevant.

The duo wholly embraced it by delivering cozy, oversize knits and big cocooning outerwear — now in high demand, given that people are working from home and taking long lockdown walks. Looking forward to a time when socializing will no longer be illegal (at least in some countries), the designers also sprinkled in sleek tailoring, in shades of canary yellow, and pleated leather dresses.

“We want to get the foundation to the best it can be, those perfect classic pieces need to be even better. And from there, there’s room to push the vision of the brand even further,” added Dyhr.

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