SS16 Atelier Project Featuring Yohji Yamamoto

10 Mar 2016

With high vaulted ceilings and white washed walls, Yohji Yamamoto’s Paris Atelier is a sanctuary of light. To be in this Atelier is to enter the inner sanctum of the iconic brand itself. Hush falls as haunting deep Bayou music fills the still air and dark, defiant shapes emerge watched on by their creator. In silent reverence, his team reacts to subtle direction, not a word is spoken as they refine and make final adjustments to his work.

For JOYCE SS16 campaign, photographer Wing Shya captures the eve before the Yohji Yamamoto SS16 Women’s show. Ethereal and dreamlike, the otherworldly series of images aims to evoke the creative vision of Yohji Yamamoto. Choosing to deviate from Yamamoto’s signature monochromatic imagery, this is a testimonial of the designer’s work through the eyes of JOYCE.

After three decades of partnership in Greater China, JOYCE Atelier Project featuring Yohji Yamamoto documents the final run-through of his latest collection. Under the direction of Sean Kunjambu the result is much more than a simple advertising campaign: it is a tribute to one of the most established and iconic members of the JOYCE family. With a proud history of successful collaborations with the world’s most talented creatives, JOYCE visually bridges the gap between customers and designers, by attempting to reveal the inner workings of a creative mind.