‘The things that unite us are greater than the things that divide us. We wanted to make a film that truly celebrated the designer and also the wearer.’ - Nick Knight
Hong Kong-based retailer JOYCE and London store MACHINE-A unite on a cross-cultural partnership that highlights the work of the most inspirational Chinese and British fashion graduates. Each boutique handpicked four exceptional talents from their region and enlisted them to design capsule collections. The Chinese designers selected by JOYCE are Ximon Lee, Kay Kwok, Xiao Li and Kenneth Cheung. The British contingent will be represented by Adam Marc James, Chris O’Carroll, Grace Wales Bonner and Kiko Kostadinov.
The collections will be available at JOYCE Pacific Place, the MACHINE-A boutique in London and online through the newly-launched SHOWstudio / MACHINE-A e-shop.
The fashion is brought to life in a dynamic fashion film, Yungsters. It is the second collaboration between Knight and fellow director Rei Nadal, following on from 2014’s Girl. Inspired by the clothes, Nadal captures the raw life of the collection in the real world, juxtaposed by Knight’s idealised vision of the fashion studio.