Inside The Talent Shop at Joyce Cares, PMQ
People assume that Asians prefer Western designers over homegrown talents, but that’s fast changing as the region starts to churn out some really unique fashion labels that could easily stand out in style capitals like London and New York.
Local retailer Joyce has long been a supporter of emerging designers, so it was only a matter of time before they turned their focus towards home turf. Last week they announced the opening of their Talent Shop at creative hub PMQ, which is dedicated to, you guessed it, the rising stars of the local fashion scene.
Leather dress from A Tentative Atelier
The project is actually a collaboration with the Hong Kong Design Institute, and four of its alumni were selected and given the opportunity to retail their collections at the Joyce Cares retail space in PMQ until October (plus an additional HK$10,000 worth of sponsorship).
The brands on show cover men’s and women’s wear and like many of the labels at Joyce, they have a more avant garde and edgy spirit. My favourite is definitely A Tentative Atelier, which was founded by ex Ground Zero designer Nam.T and recent Vogue Talent Award winner, Pauline.Y. The aesthetic is dark and deconstructed (think Rick Owens) with unisex silhouettes punctuated with fabrics like textured leather and silk, and details such as frayed hems. The unique leather pieces are a definite standout and definitely worth investing it.
Other highlights include the more wearable Modement whcih consists of simple suits and blouses made from unusual fabrics such as bonded net and felting. Wan & Wong is a bit more feminine with its minimal dresses and tops brought to life using geometric cuts or decoration. The newest of all the labels is The World is Your Oyster, a men’s brand combining formal tailoring with streetwear elements.
Together they are proving that Hong Kong’s definitely got talent.
The Talent Shop is at Joyce Cares, Unit H410-H411, 4th floor, Block B, PMQ, 35 Aberdeen Street, Central, www.joyce.com