JOYCE and Machine-A Team up for "Yungsters" Fashion Film
The fashion film highlights the best fashion graduates from China and the U.K.
Hong Kong-based retail giant JOYCE has teamed up with rising London retailer Machine-A to highlight design talent from their native areas. Although the sights at Hong Kong and London Fashion Weeks are vastly different, both communities have managed to create individual, internationally-renowned styles that depart from the traditional fashion outposts. Here, JOYCE handpicked Chinese designers Ximon Lee, Kay Kwok, Xiao Li and Kenneth Cheung, while Machine-A selected rising English creatives Adam Marc James, Chris O’Carroll, Grace Wales Bonner and Kiko Kostadinov – both groups of which designed capsule collections for their respective regional retailer. The pieces are highlighted in the above short film ”Yungsters,” which was directed by SHOWstudio’s Nick Knight in conjunct with Rei Nadal. Enjoy the film above and head here to peruse the final products.
