Launching this month is the highly anticipated, JOYCE x Romeo Gigli collaboration, which sees the legendary Italian designer create an exclusive fashion collection for JOYCE. As one of the industry’s most influential designers, Gigli’s vision has proven both timeless yet relevant. The latest collection is no exception, and is set to appeal to a new generation of men and women looking for chic yet understated fashion.
To bring the collection to life, JOYCE has invited China’s most celebrated photographer, Chen Man, to capture a range of images for an exclusive advertising campaign. Like Gigli, Chen Man is a pioneer in her field, having conquered the fashion world in just a few short years. Her work has appeared in countless of international publications including Vogue and i-D. As the face of China’s next generation of creatives, she is the perfect person to photograph Gigli’s stunning designs.
The campaign was shot on location in China’s fashion capital of Beijing, a city that embodies the best of East and West, much like Gigli’s designs. Gigli was flown in especially from Milan to oversee the project. Also invited to take part in the campaign were four style icons that best embody the Gigli look. The result is a selection of romantic images that capture Gigli’s eclectic yet exotic style, while further reinforcing his position as one of fashion’s most relevant designers.
Headlining this cast of international models is fashion model Matthew Avedon, grandson of legendary photographer and past Gigli collaborator, Richard Avedon. The younger Avedon is famous in his own right, having starred in campaigns for the likes of Gieves & Hawkes, Hermès, Ermenegildo Zegna and Yves Saint Laurent. Joining him is style icon Charlie Casely-Hayford, a second generation British fashion designer, who is revered for his unique style. As London’s latest “it” boy, he represents the Gigli man of the future.
Also making an appearance is Paris-based Mexican blogger Denni Elias, who is renowned for quirky yet elegant style. Thanks to her visionary approach to fashion she has been courted by brands ranging from Dolce & Gabbana to American Apparel. To round off this eclectic cast is Beijing supermodel Ju Li Li, who is set to become the new face of China.
Together these creatives have created a campaign that will no doubt bring Gigli’s incomparable style to a new audience around the world.
Order the JOYCE by Romeo Gigli exclusive collection online to receive a digital print of an autographed sketch by Romeo Gigli while stocks lasts.
Please click to discover the collection on JOYCE’s exclusive online shop