JOYCE’s Second Wonder is the Sun

We orbit around the Sun. It pushes us in forward motion and likewise, so does this urban cult pack of designers and brands, who react to the present zeitgeist and do so unapologetically.

Fronting this cult is Riccardo Tisci’s Burberry, and his delineation of class and check. Japanese forefathers of punk attitude are Mihara Yasuhiro and Undercover. Forever reading what’s happening on the streets are Alexander Wang and Vetements. Martine Rose serves us society-aware menswear. You have subverters of codes in MM6 and relative newcomers Random Identities and Amiri. Then there’s the ever expanding creative and collaborative universe of Moncler Genius.


JOYCE’s Second Wonder is the Sun

For the JOYCE Central installation to house these brands, Coppens imagines an underwater world with artifacts from past and present. “Lost memories that could be yours or mine,” says Coppens. “Toys of today, the antiques of tomorrow.” It’s an abstract way of articulating the passing of time in the frenetic world of instant hit-cult fashion. In the accompanying video created by Javier Barcala, he depicts a one-of-a-kind life form that lives in darkness and reacts to light. “The soundtrack is a chorus-based chant that may come from the organism itself. And, it seems to be having a hell of a good time!” A light-fuelled organism that symbolises the blossoming of these designers’ momentum.

Under the rays of the sun, these cultish designers exist in the here and now.

BRANDS IN THE SUN
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