Location, location, location - Joyce strikes again with fashion preview at Sunbeam Theatre

PUBLISHED : Tuesday, 17 July, 2012, 12:00am
UPDATED : Tuesday, 17 July, 2012, 12:00am


The marketing team at local high-fashion retailer Joyce is known for its creative choice of locations for previewing clothing collections.

The team transformed the old neighbourhood of Tai Ping Shan Street in Sheung Wan during the spring-summer season into a stylish destination for fashion fans. For the autumn-winter season, Joyce chose another unexpected location.

North Point's home of Cantonese opera, the Sunbeam Theatre, was rented for the two-day fashion preview last week.

Racks of clothes from such brands as Lanvin, Alexander Wang and Neil Barrett were set out both on the stage and backstage, creating a playful juxtaposition between the old and the new.

Fashion illustrator Mickco was on hand to sketch portraits for guests. The pictures were framed and given away as souvenirs.

Guests savoured traditional dim sum and egg waffles while sipping free-flowing champagne.

Later this month, Joyce will bring Italian-born fashion designer Romeo Gigli to Hong Kong to talk about his new collaboration with the retailer. He is set to speak at a fashion seminar in Joyce's office at One Island South on July 25.