Joyce collaborated with style icon and stylist Erica Pelosini and launched a new season campaign. A visual journey to explore and experience the Spring/ Summer 2015 by transporting you back to the 1970s.
Pelosini worked her magic with renowned fashion photographer Mike Rosenthal in the series of dreamy and nostalgic images, which were shot on location at Palm Springs, California, an area that once epitomised old Hollywood glamour.
“This season is all about the 70s, and we couldn’t think of a better place than Palm Springs as the shooting location. The architecture and the hippy atmosphere provide the perfect backdrop.” Pelosini said.
And Rosenthal couldn’t agree more,
“Joyce is one of the best stores in the world, we wanted to enhance the east-west contrast via the classic American 70s vibe.”
Pelosini revisited the 70s by mixing and blending the retro elements — Thom Browne structured tailoring in delightful floral prints balances the Marni’s botanical and Dries Van Noten’s hippy chic. Saint Laurent’s rock and roll attitude toughens Giambattista Valli’s glamour. Christopher Kane’s vibrant hues, Sacai’s sharp pleats and JW Anderson’s clean lines add a modern edge.
“ I really enjoyed mixing the established and new designers’ collection from the Joyce’s selection. It’s bohemian, chic, colourful and modern.”
Best known for her unique take on the luxe rock 'n' roll aesthetic, with trademark mussed up hair, the street-style-scene fixture whose styling works have been featured in Vogue and Harpers Bazaar is the most suitable stylist to reinterpret this important period of fashion history.