For their Fall Winter 2616 seasonal campaign, the JOYCE Atelier Project returns to the root of the 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 colors 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 center 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 the 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 here: joyce.com//fall-winter-16-atelier-project-featuring-dries-van-noten