A private memorial service was held yesterday (21.03.10) in honour of Joseph Ettedgui.

The fashion designer - who founded the Joseph label in 1972 and went on to open more than 20 shops in the UK and abroad - died in a London hospital on Friday (19.03.10) and those closest to him paid tribute to him at the event.

As news broke of his death, his younger brother Maurice said Joseph had been battling cancer and spoke of his memories about growing up with him and their other brother Franklin.

He said: "We were the three musketeers. We worked together all our lives. I'll remember Joseph for his kindness, his generosity, and his vision. He could see things before anyone else. He was a remarkable man."

The fashion world has paid tribute to Joseph, who also worked with the London-based luxury leather accessories brand Connolly.

Christian Lacroix described him as "perhaps the only one to have made natural and successful alchemy between hard-nosed business and avant garde art".

Miuccia Prada said "his shops are among the most beautiful in the world" and John Richmond described him as "the creator of modern retail".

Joseph sold the Joseph label nearly five years ago for a reported £23.8m although he remained as creative director for some time after.

A spokeswoman for the label said: "Although he hasn't been here in person, his unique vision has remained with us and will continue to do so."