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Top designers help Hong Kong’s Joyce boutique mark 46 years in fashion

Fashion designers Dries Van Noten, Rick Owens, Phillip Lim and Haider Ackermann recently helped Hong Kong’s Joyce boutique celebrate 46 years in fashion.

Founded by Joyce Ma in 1971, the boutique in the city’s Central business district introduced high-end European brands such as Giorgio Armani, Hugo Boss and Dolce Gabbana, to the city. In the 1980s, Ma brought Japanese brands Issey Miyake and Yohji Yamamoto to Hong Kong.

In addition to a party the designers attended, and related events, Joyce held an immersive fashion exhibition, “The Golden Needle”, overseen by James Seager of British theatre troupe Les Enfants Terribles and production designer Joseph Bennett and featuring outfits chosen by fashion stylist Olivier Chatenet.

Bennett is no stranger to immersive theatre. He designed a production in 2010 for Louis Vuitton’s collaboration with theatre company Punchdrunk for a store opening in London. That exhibition whisked guests off to an abandoned office depot, where they met different characters – a skimpy showgirl, a Mongolian prince and a magician. In 2014, when Burberry staged a theatrical show in a shipyard in Shanghai, dancers performed in the brand’s signature trench coats.