Behind the scenes at the JOYCE by Romeo Gigli Spring/Summer 2013 campaign shoot

January 17 2013

Romeo Gigli gets down to business during the JOYCE by Romeo Gigli Spring/Summer 2013 advertising campaign shoot as photographer Thomas Devaux captures 14 fashionistas all styled by Gigli himself. We went behind the lens in Milan to watch the latest collection come to life.

Following the huge success of the JOYCE by Romeo Gigli collaboration last season, the designer is back for round two for spring/summer 2013. Moving on from the rich jewel tones and sumptuous fabrics of the debut collection, spring is light and airy as lace, tulle and paper-like silks feature heavily. There are plenty of Gigli’s signature elements, including voluminous capes, asymmetric and elaborate collars, flared hemlines and puffy silhouettes, all romanticised with a soft palette of pink, antique rose and peony, contrasted with navy and black. For the modern Dandy, Gigli offers formal suits with brushstrokes, smudges, stripes and lace details. Shirts come with small checks or larger than life horizontal stripes and are matched with wide leg trousers or tight cigarette shapes.

To bring the collection to life, JOYCE invited Paris-based photographer Thomas Devaux who is renowned for his classic style to help create the exclusive lookbook for the collection. The models are 14 style icons that best embody the Gigli style for the new generation including Chinese models Nan Fu Long and Wang Shiqing (Lela), Chinese artist Zhou Yi, Italian stylist Andrea Porro Tettamanzi, bloggers Eleonara Carisi and Nadia Sarwar, fashion editors Tang Shuang and Tamu McPherson, founder of Super Duper Hats Matteo Gioli and Veronica Cornacchini among many others.

Gigli handpicked the clothes and directed each model during the photo shoot, dictating everything from the hairstyle to their pose. His charm, passion and vision inspired the young generation, who watched mesmerized as the master worked. These 14 young fashionistas from all walks of life have distinctly different styles but yet interpret the Romeo Gigli collection with their own unique touch. Best of all, they exemplify how Gigli’s magical and poetic designs fit perfectly with the modern lifestyle.