JOYCE announces a partnership with famed British retailer MACHINE-A, introducing and supporting new talents through its London store – similarly, JOYCE has nurtured and championed the world’s most talented designers by providing them with a global platform to showcase their work since the 1970s. This season, JOYCE and MACHINE-A continue to push boundaries with a cross-cultural partnership that highlights the work of the most inspirational Chinese and British fashion graduates. Each boutique has handpicked four exceptional talents and enlisted them to design a total of eight capsule collections.
“These graduates are the future of fashion and I am extremely happy that for the first time, two influential stores in two different fashion capitals of the world will present a joint collaboration hence creating a platform to showcase and promote the best of British and Chinese emerging talent through eight limited capsule collections,” says Stavros Karelis, founder and buying director of MACHINE-A.
More info and photos after the jump…
The Chinese designers representing JOYCE are Ximon Lee, Kay Kwok, Xiao Li, and Kenneth Cheung. The British contingent will be represented by Adam Marc James, Chris O’Carroll, Grace Wales Bonner, and Kiko Kostadinov. The resulting collections will feature daring technical silhouettes by Xiao Li, bold and experimental abstract digital prints by Kay Kwok, cutting edge denim from Grace Wales Bonner and Ximon Lee, military details and camouflage prints by Kenneth Cheung, urban street-wear from Chris O’Carroll, and contrasting textures and shapes from Kiko Kostadinov and Adam Marc James.
To celebrate the project with JOYCE, SHOWstudio founder and visionary photographer Nick Knight has created an exclusive fashion film co-directed with film director, Rei Nadal. Inspired by the clothes, Nadal captures the raw life of the collection in the real world, juxtaposed by Knight’s idealized vision of the fashion studio.
“It is so important and relevant to show people actually living in these beautiful clothes. Whether it is the fashion
designers or the teenagers in the film, the things that unite us are greater than the things that divide us. We wanted to make a film that truly celebrated the designer and also the wearer.” says Nick Knight.
The collections will be available at JOYCE Pacific Place from now through June 30th, the MACHINE-A boutique in London and online through the newly-launched SHOWstudio / MACHINE-A e-shop.
