NEW YORK, Dec 6, 2010 / FW/ — Legendary Asian fashion retailer is celebrating its 40th anniversary as fashion innovator and premier destination with a multi-sensory exhibition, “A Journey in Fashion” fusing fashion, art and technology as never seen before.
As Asia’s fashion pioneer, JOYCE has brought together brands from its past, present and future, from established fashion heavy weights to emerging young designers including Azzedine Alaia, Alexander McQueen, Balmain, Dries Van Noten, Gucci, Marni, Prada, Peter Pilotto, Rick Owens, Rodarte, Stella McCartney, Yves Saint Laurent and Yohji Yamamoto, to name a few.
Over 50 runway looks will be specially selected by each brand and flown in especially for the exhibition, where they will be presented to the world through a unique platform.
The exhibition will provide an in-depth look at JOYCE’s creative vision and development from a small local retailer into an international fashion phenomenon and incubator for emerging designers.
Never-seen-before footage, installations, newspaper and magazine clippings, and archive documents will be on display giving viewers a rare glimpse into the world of JOYCE, as they relive integral moments in its illustrious history.
The traveling exhibition will debut at an exclusive event on the 8th December in a venue that will be open to the public for the first time for a fashion event.
It will go on view until December 31, 2010 before moving to Shanghai on January 7th, 2011 where it will stay for a month at a location that fuses China’s history with its glittering future.
In early March, it will complete the final leg of its global tour and return to the birthplace of modern fashion where it will be unveiled at Paris Fashion Week.
With relation that goes back a long way between French brand Hermès and JOYCE, Hermès has specially produced a limited edition scarf featuring a classic Hermès print taken from the brand’s archives. The scarf will come in an exclusive new colour combination to mark this special event.
