introduction

Knitwear has been part of Joseph’s identity since the launch of Joseph Tricot in 1983. For this menswear campaign, Anna Lundbäck Dyhr and Frederik Dyhr used that history as a starting point for a contemporary image of the brand. The aim was to give the clothes presence while keeping the campaign direct and understated.

The creative direction centred on the qualities of knitwear itself: texture, weight, shape and the way a garment sits on the body. Close views bring the construction into focus, while fuller portraits show how the pieces work as part of a wardrobe. Across the images, the relationship between clothing and wearer remains natural and unforced.

Working with photographer Richard Dowker, Anna and Frederik developed a visual approach that connects Joseph’s knitwear heritage with its wider attitude to menswear. The campaign gives familiar pieces a distinct character through proportion, gesture and image making, without losing the ease that makes them useful.

Responsabilies

Ready to Wear Collection