CONSCIOUS PROJECT SUPPORTS BRANDS COMBINING LUXURY AND CARE

How do we define luxury? In fashion, it has always meant extraordinary design paired with uncompromising quality. This August, JOYCE will proudly feature brand partners who are leading the global movement to also make it kind.

These visionary talents share and deepen the values JOYCE was built on. We nurture extraordinary CREATIVITY. We champion CRAFTSMANSHIP. And we CARE – about our customers, our partners and the future.

JOYCE’s three Hong Kong stores will display exclusive edits from brands who are writing the rules for conscious luxury. Reviving historical techniques, and protecting the livelihoods of artisans who practise them. Repurposing off-cuts and overstock and last-season pieces, as raw material to be transformed into something new, provocative, opulent. For these bold innovators, upcycling is as much an artistic imperative as an ethical one. The passion is in the process.

Their output reveals that responsible design can boost creativity, rather than limit it. Working within an ethical mission means drawing on imagination and master craftsmanship to achieve results.

What’s more luxurious than that?

CONSCIOUS PROJECT HIGHLIGHTS
IN STORE – Exclusively made for JOYCE
Featured collaborations coming to JOYCE Hong Kong stores* in August:

DURAN LANTINK Fashion’s favourite alchemist, the 2019 LVMH prize nominee applies his wickedly inventive mashup method to 100 items of JOYCE stock. The result: 60 one-of-a-kind pieces. Zero waste; pure inspiration

GARY GRAHAM From his heritage headquarters in Upstate New York, the former theatrical costumier uses historical techniques to craft heady, evocative collections with a tale to tell. He teams with JOYCE on a unique capsule built around a series of coats in antique tapestry. Check the collection at JOYCE NOW

GREG LAUREN The artist-designer began deconstructing American design via US military surplus and industrial discards long before upcycling became a movement. JOYCE presents a selection from his 2020 GL Scraps initiative, which transforms virgin and deadstock fabrics into unique patched and hand-detailed pieces.

BYRONESQUE The contemporary-vintage archival collective has a ruthless editorial eye and no time for bland “retro” nostalgia. For JOYCE, Byronesque curates pieces from auteurs and cult-status labels from the 80s, 90s and 00s, including Maison Margiela, Helmut Lang and Comme Des Garcons. The exclusive collection runs the gamut from runway icons – Martin Margiela’s dress made from leather gloves – to never-commercially-produced items.

EXCLUSIVE TO JOYCE:

TIGER IN THE RAIN Korean designer Jung-Sun Lee customises embellishes and reimagines classic pieces from Chanel, Hermès and Burberry in a unique capsule for JOYCE.

NOT/APPLICABLE The rare vintage t-shirt brand’s founder Natasha Advani curates a collection of band and music-culture tees – authentic artefacts of iconic pop-cultural moments.

ELEPHANT The Japanese upcycled fashion brand curates an exclusive patchwork tee for the Conscious Project.

RAEBURN East London-based Christopher Raeburn brings his acclaimed RÆMADE ethos to JOYCE for the first time for AW20. He celebrates his debut with a global exclusive capsule of statement streetwear in parachute nylon.

FEATURED BRANDS:

BODE
BYRONESQUE
DURAN LANTINK
DRY CLEAN ONLY
GARY GRAHAM
GREG LAUREN
MARINE SERRE
JETPACK HOM(M)E