JOYCE MARKS 50 YEARS WITH ‘ICONIC’
A SERIES OF BRIEF SELF-EXPRESSIONS THROUGH AN ICONIC LENS
As part of a dynamic string of events that leads up to a milestone Golden Anniversary, JOYCE is preparing to release a creative endeavour entitled ICONIC, a mini fashion film series which pays tribute to the glamour and culture of JOYCE boutique’s rich 50-year history.
The collective of five miniature films is inspired by the Shanghainese heritage and vanguard vision of JOYCE founder Joyce Ma and the iconic expression and unique Asian point of view that has become synonymous with JOYCE since the retailer’s inception half a century ago. The series features fashion from a niche edit of emerging and established brands including Alessandra Rich, Area, Loewe, Nensi Dojaka, Raf Simons and more. Each look aims to inspire artistic self-expression and harmonise with the forward-thinking spirit of JOYCE.
While long-time fans and clients of JOYCE can draw subtle archival references throughout the films, the direction of the content has been brought into the now by the progressive art direction of Hong Kong-based design studio commonrooom. The series was styled by renowned stylist Ricky Sham and shot at Shylala Studio.