ON WOMEN SS19

JOYCE SPRING / SUMMER 2019 CAMPAIGN DELVES IN TO THE MIND OF A WOMAN WITH A SERIES OF OPEN LETTERS.
Championing the female names behind JOYCE, the Spring/ Summer 2019 campaign catalogues an intimate correspondence with this season’s key female contributors. Whether it is the knowledge of their customer, their talent and ability, or their understanding of the world as they see it - they offer valuable insights and advice to fellow sisters. Whatever and whomever it is they design for, be it women, men, beauty - they have set the standards and lead from the forefront when it comes to independence of thought.
The responses act as open letters to the female community, charged with personal opinions and words of wisdom. Together they form a compilation of validation and inspiration that encourage all who read them to think like a woman.
Excerpts of these handwritten and typed pen pal-style exchanges have been combined with key looks for the JOYCE S/S 2019 offering. Thanks to the Creative Direction from Sean Kunjambu and photography by Brit Charlotte Hadden, the images highlight the subtleties of these elegantly composed messages. To support the campaign, a collectable print has been published with images and full versions of the ladies’ written responses. Copies will be made available in-store.
Contributors to the project include the likes of:
FASHION
Victoria Beckham
Chitose Abe, sacai
Marine Serre
Laura Kim & Fernando Garcia, MONSE
Martine Rose
Ashley & Mary-Kate Olsen, The Row
Gabriela Hearst
Alessandra Rich
BEAUTY
Margaret de Heinrich de Omorovicza
Eva Alexandridis, 111Skin
Vicky Tsai, Tatcha
JOYCE itself was created by a woman - a pioneer - a leader of her time. Our founder both knew herself and the customers she dressed. In her quest for beauty, Madame Ma embraced the unknown on the other side of the world, opening doors in fashion and lifestyle for us here in the Far East. This has since been embedded in our mission: to live curiously.