JOYCE Launches AW15 season by debuting "The Atelier Project" featuring Giambattista Valli

by Katie on August 13, 2015

 

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It’s a little known fact that push-the-boundaries Hong Kong retail concept, Joyce, was key in instigating the connection to art and fashion, earnestly seeking out new talent and projects that could raise fashion as a true art form, while selling product and trailblazing new avant-garde designer labels.

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Now we have the incredible Louis Vuitton backed Nowness and Nick Knight’s SHOWstudio taking the helm, informing and creating waves with their fashion based art projects, film, photography and live debates and the fashion industry is a LOT richer for it. Fashion raised as an intelligent subject matter.

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Joyce, a pioneer in luxury retail, was the first to discover and introduce international designers to Hong Kong in 1971. Today, it collaborates with the world’s most talented creatives to provide a personalised and unique edit of the very best fashion collections within sleek and modern surroundings.

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Joyce continues its commitment to nurturing unique talents from East and West through innovative and inspiring projects that go far beyond the fashion realm. With its unique cross-cultural perspective, Joyce has launched ground-breaking collaborations that have catapulted China’s most respected artists onto the global stage and introduced directional European labels to the Far East.

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The Atelier Project acts as a means to convey the story behind each garment, showcasing the creative process, time and energy invested in a designer’s collection.

To launch the AW15 season, JOYCE partners with celebrated Italian designer, Giambattista Valli, fashion’s king of romantic feminine elegance, and Wing Shya, master of dramatic ethereal-style cinema, to debut The Atelier Project. Featuring Valli’s master artisans at work in his bustling atelier, the project is a dreamy snapshot of the dedicated efforts behind the AW15 collection.

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Celebrating the 10th Anniversary of his fashion house, Valli looks back on the evolution of a new generation of customers and their renewed sense of appreciation for haute couture. Just beautiful.

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