The Atelier Project — Giambattista Valli
With considerable time and attention devoted to each unique piece, JOYCE introduces The Atelier Project. This new undertaking 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 FW15 season, JOYCE partners with Giambattista Valli, fashion’s prince of romantic feminine elegance, and Wing Shya, master of dramatic ethereal-style cinema, to debut The Atelier Project.
Joyce explored the beguiling world of haute couture, at the master’s atelier, in Paris.
Among the fusion of buzz, energy and stress – the hallmarks of the Paris haute couture week - Giambattista Valli, who was celebrating his maison’s 10th anniversary, had just presented yet another beautiful haute couture collection. Compared to the historical maisons, Valli has built his own intimate, modern, but just as luxurious version of the traditional métier.
“I’m one of today's rare and real couturiers.” He said in his typically dignified manner.
Valli was trained under Monsieur Emanuel Ungaro’s guidance and his skills and knowledge of couture were apparent as he worked with the seamstresses. From the intricate embroideries to the voluminous “mille feuille” gowns, the elements come together like parts of a dream.
Through the lens of Wing Shya, the season campaign images aimed to capture the romance, the essence and the craftsmanship behind the closed doors of Valli’s atelier, to celebrate the real meaning and purpose of these sublimely designed and crafted clothes.
Photography: Wing Shya
Art direction: Sean Kunjambu
Film: Brano Gilan