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Barbara Campos once dreamed of becoming a fashion designer, instead, she found her place as a powerhouse businesswoman, shaping fashion from the helm, beyond the design studio.
Working her way up the corporate fashion ladder, Barbara began her career at Hugo Boss, before moving on to Italian label Furla. A trajectory that ultimately led her to where she is today, earning her role as CEO at JOSEPH.
The label’s story starts in 1969 when Casablanca-born Joseph Enttedgui opened a hair salon in London, selling Kenzo from the window. It quickly became a shopping destination. By the early ’70s, the space had transformed into a boutique named JOSEPH, with several stores opening across London.
Conceptual and curated, rather than just a store. JOSEPH’s boutiques were never designed to feel like a traditional shopping experience, instead, the boutiques read more like a thoughtfully placed magazine spread.
Continuing JOSEPH’s legacy, Barbara has overseen the label’s recent evolution, guiding the brand through a period of renewal and return.
Taking her experience and knowledge from London’s headquarters to the Middle East, Barbara will speak at ShopTalk Luxe in Abu Dhabi this week, sharing her insights on leadership and long-term brand building.
In this edition of the GRAZIA Career Edit, Barbara reflects on the steps she took that shaped her career and her path to becoming the CEO of JOSEPH.
My current role is…
Since 2018, I have served as the Chief Executive Officer at JOSEPH, a designer fashion house, with a strong core of luxury essentials, established in London.
When I was younger, I wanted to be…
The theatre held such magic for me as a young girl. The idea of dressing up and becoming a character felt extraordinary, and I dreamed of becoming a fashion designer.
I quickly realised, however, that I had no talent for drawing so I went on studying business and management. Fashion became the perfect bridge between my analytical side and my creative side, and that’s how I ended up where I am today.
My favourite subject at school was…
Literature. I loved reading books and imagining the worlds created by authors. I wrote countless short stories and poems, creating my own little universe of inspiration.
My first job was…
Sales at Hugo Boss. I was the runner-up for the role, so I boldly called the hiring manager and told him that if he didn’t hire me, he’d be making a huge mistake. He liked the confidence, hired me on the spot, and I ended up staying for six years, learning everything I could from him.
My career path so far has been…
Inspiring, challenging, and deeply rewarding. I feel incredibly fortunate to have been supported and championed in roles that led me to where I am today. Along the way, I learned structure and discipline in a German company, creativity and resilience in an Italian one, and the courage to dream big in an American organisation. I was lucky to have managers who truly showed me the ropes, took me under their wing, and allowed me to grow, shaping not only my career but also my idea of what great leadership looks like.
The story of JOSEPH is…
One of excitement, of triumph over adversity and staying true to its core.
Joseph Ettedgui was a true visionary, starting JOSEPH from the window of his hair salon on the Kings Road in London, he championed emerging talent, selling designers such as Kenzo and Azzedine Alaia and supporting British talent including Margaret Howell, John Galliano and Katherine Hamnett. The label JOSEPH was born when he realised alongside these pieces, women needed a base of core staples that worked with their existing wardrobes.
In recent times, the brand has faced many challenges but together with the team and under Mario Arena’s Creative Direction, we are going from strength to strength and looking forward to returning the London Fashion Week schedule this February!
My daily routine consists of…
My daily routine begins with an early wake-up. Every morning, I take a long walk through the forest and fields with my Doberman. It’s my moment of reflection and connection, and it helps me stay grounded.
Then I always do Pilates or stretching before jumping in the shower and driving to work with my almond matcha.
At the office, no two days are the same. The day varies depending on what we have coming up. Most recently, we’ve been planning for the show, and I’m across all the details with the teams.
My role as CEO entails…
My role as CEO entails setting the strategic direction of the brand, ensuring the right people are in the right roles, and driving the business forward with clarity and purpose.
I see myself as both a leader and a cheerleader. I’m here to motivate, support, and empower my team to do their best work and achieve their individual and collective goals.
At Joseph, we don’t operate as a traditional pyramid with me at the top, but as a circle with me at the centre. I strive to remain accessible to everyone, fostering open communication, collaboration, and a culture where every voice matters.
The biggest hurdle I have experienced in my career…
The biggest hurdles I’ve experienced in my career have been the major decisions that felt like bets on myself, particularly when moving countries and changing roles. The challenge was not only embracing the uncertainty, but making sure each choice was the right one for both me and my long-term career.
The biggest milestone I have achieved is…
What we have accomplished at Joseph with my team. Together, we transformed the brand’s perception, brought Joseph back into the media conversation, and returned to the fashion week calendar. It has been an incredibly exciting and defining moment for the brand and for me personally.
A quote I live by is…
“The most effective way to do it, is to do it!” by Amelia Earhart – first woman pilot.
The biggest lesson I’ve learned as a CEO…
While ambition sets the direction, it’s discipline that truly delivers results.
What I hope for 2026 is…
A more peaceful world and a calmer geopolitical climate, where people can live with greater safety, stability, and hope.
