The Atelier Project Featuring Giambattista Valli
Joyce and Giambattista Valli takes us on an ethereal exploration to capture the creative process of contemporary couture
In celebration of Joyce’s 45th anniversary and coinciding along with the 10th anniversary of famed French couture connoisseur Giambattista Valli, a new campaign featuring the two fashion giants have come together in a dreamy harmony. Capturing the creative mind behind Giambattista Valli’s collection, cinematic champion Wing Shya brings the artisans, the atelier and their refined efforts into light. The Atelier Project falls seamlessly in line with the Autumn/Winter '15 season to highlight the new haute couture generation.
With a penchant for experiential silhouettes, Valli has been at the forefront of revitalising couture’s age old name. A favourite amongst red carpet celebrities, Valli’s own visual language has been translated into wearable objets d’art; a principle shared by Joyce, an advocate of “unhurried and thoughtful fashion”. In pioneering the The Atelier Project the two work in semblance to convey fashion as an art form.