Behind the Joyce Autumn Winter 2014 campaign

28 Aug 2014

  • As the fashion pioneer of Asia, Joyce has always been dedicated in nurturing young talents across a host of creative fields from around the world. For our Autumn Winter 2014 and first ever season campaign, we’ve handpicked the young and talented Munich–based Elizaveta Porodina to photograph two up and coming Chinese models - Wang Rui and Yuan Bo Chao. Porodina captures their elegance and beauty in a vibrant colour setting with an ethereal atmosphere.

    Born in Moscow, Porodina spent her formative years ricocheting between Thailand and Moscow before moving to Munich with her family at the tender age of 13. There she developed an interest in photography while studying psychology.

    “I’m all about contrast. I think it’s because of the extremity that I lived in. The extreme heat in Thailand as opposed to the extreme cold in Moscow; the pure blue sea on the beach as opposed to the neon lights in the city.”

    This explains her fondness of using vibrant colours and contrasting lighting to enhance voluminous silhouettes, geometric forms and rich textures. She elaborated: “I like shooting creative clothes in a quirky setting with crazy colours. My aim is to evoke feelings and provoke a reaction.”

    Through Porodina’s lens, we see the soft but rich furry texture on a Marni coat, the contrasting geometric pattern on a Dries Van Noten wool ensemble, and the elegantly romantic floral print on an Oscar de la Renta evening gown. The multi-faceted patterns and textures of the womenswear are complimented by Juun.J’s sharp tailoring, which includes a dash of street attitude and Dent de Man’s cool and glossy jacket.

    “To me, Joyce’s aesthetics are classic and timeless with the buyers’ picks being ahead of their time. The clothes here are extraordinary, almost like pieces of art. I want to reflect that in the campaign.”