Joyce: 40 years on

It seems exhibitions on fashion are popping up everywhere and I sure am not complaining. Serving as historical references and educational connections to our contemporary lifestyle today, I’m glad to hear that Joyce had organised one too. Instead of the usual location of Europe and the States, this event is held in Asia.

In 1970, the first Joyce boutique was opened by Joyce Ma, bringing high fashion to Hong Kong. Four decades on, Joyce boutique continues to introduce innovative and fresh labels to Hong Kong consumers, pioneering a market for Dries Van Noten, John Galliano, Yohji Yamamoto and many more designers.


“We invited every designer to select a key piece from the year that we first introduced their collection to Hong Kong,” Joyce CEO Andrew Keith explained. “We are honoured that so many of our partners over the past 40 years have gone to such incredible lengths to find these archive pieces. Some designers have actually remade pieces from their first collection specially for this exhibition.”

In celebration of their 40th anniversary, Joyce has organised an exhibition showcasing its favourite brands. Titled A Journey in Fashion, the exhibition takes you through a multi-sensory experience, using technology and visual displays to feature statement pieces from labels ( including Gucci, Prada, Balenciaga, Alexander McQueen and Yves Saint Laurent) ,  A Journey in Fashion features more than 50 runway looks, vintage items, video interviews with designers and limited-edition products.

Catch the exhibition before it ends this month if you are in Hong Kong at:
The Hong Kong Museum of Medical Sciences
No. 2 Caine Lane, Mid-levels, Hong Kong

The exhibition travels to Shanghai in January 2011.
Not in Hong Kong or Shanghai? Watch a fantastic visual walkthrough of the exhibition here.

X Sybil

(Image from The Wall Street Journal and Vogue)

About fashionartisan
Bringing out the art in fashion

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