Joyce is proud to present a series of new endeavours for Autumn/Winter 2014 including the launch of its revamped Joyce.com and first advertising campaign, bringing together its worlds of fashion, art and beauty.
The advertising campaign, a first for Joyce, also brings together the realms of art, beauty and style with a series of iconic images shot by one of the industry’s up and coming photographers, Elizaveta Porodina. In a bid to continue nurturing emerging talents, the campaign features rising stars from the Chinese modelling world, Wang Rui and Yuan Bo Chao. The final images depict the quintessential Joyce man and woman with glamour, confidence, and inner beauty in a series of moody and evocative portraits. Vibrant colours – one of Porodina’s signatures - add a contemporary touch.
"I like shooting creative clothes in a quirky setting with crazy colours. My aim is to evoke feelings and provoke a reaction,” says Porodina of the campaign.
The campaign features an edited selection of the season’s strongest trends from Joyce including Marni’s sumptuous fur; a wool ensemble with contrasting geometric pattern from Dries van Noten; Oscar de la Renta’s romantic floral prints; multi-faceted patterns and sharp tailoring from Juun.J, as well as a dash of street attitude from Dent De Man. Other participating brands of Joyce’s portfolio include J. Mendel, Mary Katrantzou and Christopher Kane.
“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.” Porodina explains about the collaboration with Joyce.
In keeping with the campaign’s theme, the makeup is both bold and striking. The model’s features are brought to life by smoky eye makeup from Kevyn Aucoin and Eyeko and the face makeup by NuFACE and Cover FX. Sleek black hair is styled with Bumble and Bumble and Rahua to create a beautiful mess.
Autumn/Winter 2014 symbolises a new era for Joyce and its digital platforms. Joyce.com continues to push the style envelope by unveiling a chic contemporary layout, sharing latest happenings, events, and insider interviews with global fashion fans. The site will serve as a portal through which customers can navigate through Joyce’s various channels including fashion, Joyce Gallery, and cutting edge beauty concept, Joyce Beauty.