JOYCE x Machine-A x SHOWstudio – is a joint collaboration of two influential stores in two different fashion capitals of the world to support new talents with business and retail platforms. To celebrate the project, SHOWstudio has created an exclusive fashion film inspired by the raw life of the collection.
Hong Kong retailer JOYCE is pleased to announce a ground-breaking partnership with famed British retailer Machine-A on a cross-cultural partnership that highlights the work of the most inspirational Chinese and British fashion graduates. This project is a joint collaboration of two influential stores in two different fashion capitals of the world to support new talents with business and retail platforms, as well as having the creative alumni of a Hong Kong fashion institution design a set of uniforms for JOYCE’s sale associates.
Machine-A introduces and supports new talents through it’s 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. The Chinese designers selected by JOYCE are Ximon Lee, Kay Kwok, Xiao Li, and Kenneth Cheung. The British contingent will be represented by fashion graduates: Adam Marc James, Chris O Carroll, Grace Wales Bonner and Kiko Kostadinov. The resulting collections are bold and experimental and include abstract digital prints by Kay Kwok; daring technical silhouettes by Xiao Li; 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, Rei Nadal captures the raw life of the collection in the real world, juxtaposed by Nick Knight’s idealised vision of the fashion studio.
Regarding this recent partnership each boutique has handpicked four exceptional talents from their part of the world and enlisted them to design a total of eight capsule collections, which will be available exclusively at JOYCE Pacific Place boutique. Machine-A London and online through the newly-launched SHOWstudio / MACHINE-A e-shop (shop.showstudio.com).
CREDITS
Fashion film co-directed by Nick Knight and Rei Nadal