Coming from  Casablanca to London in the 1950s to become a hair stylist, Joseph Ettedgui founded the Joseph label in the early 1970s and opened over 20 shops around the world.

Christian Lacroix once said “perhaps the only one to have made natural and successful alchemy between hard-nosed business and avant garde art”.  Likewise, Azzedine Alaia said Ettedgui was a designer who took risks “when others are giving up”, and added: “If everyone were like him, fashion would be saved.”

After selling his label (for a reported £23.8m) he remained the creative director for some time. “Although he hasn’t been here in person, his unique vision has remained with us and will continue to do so,” a spokewoman for the label said.

Joseph died at 74 after a long battle with cancer