Joseph 2016 Spring / Summer Campaign

Sofie Hemmel stars in Joseph's spring-summer 2016 campaign — Sofie Hemmet stars in Joseph’s spring-summer 2016 campaign

London-based label Joseph has recently launched its spring-summer 2016 campaign with a focus on modern day essentials. Starring model Sofie Hemmet, the studio images were photographed by David Sims. Founded in 1972, Joseph has always included masculine-inspired designs, and the new advertisements also focus on androgynous dressing. Styled by Jane How, the blonde poses stripped down with minimal makeup and undone hair for the striking portraits.

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Joseph Spring 2016 Campaign

Sofie Hemmet poses in sweater from Joseph's spring 2016 collection — Sofie Hemmet poses in sweater from Joseph’s spring 2016 collection

An image from Joseph's spring-summer 2016 campaign — An image from Joseph’s spring-summer 2016 campaign

Sofie poses in belted coat from Joseph's spring 2016 collection — Sofie poses in belted coat from Joseph’s spring 2016 collection

Joseph's spring-summer 2016 campaign spotlights relaxed suiting — Joseph’s spring-summer 2016 campaign spotlights relaxed suiting

Joseph Spring 2016 Runway

Joseph designer Louise Trotter looked to monochrome wardrobe essentials for the brand’s spring 2016 runway show held during London Fashion Week. Dress shirts, skirts and coats combined for a boy meets girl angle.