JOYCE SPRING / SUMMER 2019 CAMPAIGN DELVES IN TO THE MIND OF A WOMAN WITH A SERIES OF OPEN LETTERS
Championing the female names behind JOYCE, the Spring / Summer 2019 campaign catalogues an intimate correspondence with this season’s key female contributors. Whether it is the knowledge of their customer, their talent and ability, or their understanding of the world as they see it - they offer valuable insights and advice to fellow sisters. Whatever and whomever it is they design for, be it women, men, beauty – they have set the standards and lead from the forefront when it comes to independence of thought.
The responses act as open letters to the female community, charged with personal opinions and words of wisdom. Together they form a compilation of validation and inspiration that encourage all who read them to think like a woman.
EXCERPTS FROM CORRESPONDENCE
“It’s important that we, as women support one another. Our true gift is to show kindness and if we were all just a little kinder to one another, that would be a great place to start.” – Victoria Beckham
“What is really important however is that we all - not only woman - find new positive roles for ourselves. If men, notably, do not manage to liberate themselves as well, none of us can be truly free.” - Marine Serre
“To move freely you must be deeply rooted.” – Gabriela Hearst
“Women are and always have been dynamic, thoughtful, passionate and unstoppable”
- Laura Kim & Fernando Garcia, MONSE
“I believe in women as the main character of our times, our modern world is female.” – Alessandra Rich
JOYCE itself was created by a woman – a pioneer – a leader of her time. Our founder both knew herself and the customers she dressed. In her quest for beauty, Madame Ma embraced the unknown on the other side of the world, opening doors in fashion and lifestyle for us here in the Far East. This has since been embedded in our mission: to live curiously.