For their Fall Winter ’16 seasonal campaign, the JOYCE Atelier Project returns to the root of craft: attempting to enter the mind of the creator himself. Featuring iconic designer, the legendary Dries Van Noten, the project attempts to capture a glimpse of what inspires brilliance. Ingrid Deuss did the production for the fashion shoot for Joyce Hongkong with Designer Dries Van Noten and Photographer Wing Shya. Teetering on the cusp of dream and reality, sprite-like figures punctuate Antwerp’s surrounding countryside and the evocative Arthur House – all locations with personal significance to the designer himself.
Entrancing images of a natural ‘dreamscape’ and atmospheric interiors that have inspired and carried Van Noten’s creations have been captured by photographer Wing Shya, under the creative direction of Sean Kunjambu. The models and settings for the shoot, all hand-picked by Dries, enable the environment, subjects and fashion to merge in unity, in a faithful attempt to depict the inner-workings of the designers mind.
"I’m very happy with how the shoot turned out. The colours are incredible and I like that you have a very atmospheric outside setting and an unexpected house interior – I think that works as a really nice contrast”. Dries Van Noten
Dries Van Noten’s home town Antwerp has undoubtedly been influential on his work. A historical centre for the textile and tailoring industries and a hub of fashion design talent, amongst whom Van Noten is recognized as a master of his craft. This year marks the 30th anniversary of his brand and a valuable partnership with JOYCE that has spanned several decades. Last season saw a fresh new design and relocation of the Dries Van Noten store in the LANDMARK Hong Kong in partnership with JOYCE Group, reinforcing the strength of the brand’s presence in the Asian capital. This season also sees a milestone event for JOYCE stores, with extensive renovations and reconceptualization of the flagship JOYCE Central store – now fully completed and open to customers.
"I treasure my relationship with JOYCE Hong Kong. Our shop there opened in 1997 and was my first outside Europe and only the second ever. “ Dries Van Noten
You can find more information about the production and shoot: joyce.com//fall-winter-16-atelier-project-featuring-dries-van-noten
About - JOYCE. Founded in 1971 and continuously representing designers who transcend creative boundaries, JOYCE Group is Asia’s vanguard of fashion retail, brand management and distribution. A nurturer and supporter of extraordinary talents across the world, JOYCE Group today owns its eponymous and legendary multi-brand boutique JOYCE, a prestigious beauty retail concept JOYCE Beauty, and a distribution portfolio of innovative designers including Alexander Wang, Alexander McQueen, Dries Van Noten, Dsquared2, Marni, Neil Barrett, Rick Owens, sacai, Thom Browne and Victoria Beckham. JOYCE Group operates over 40 points of sales across Greater China including five JOYCE multi-brand boutiques and over 10 JOYCE Beauty store concepts. joyce.com