A Mixed Martial Arts-inspired collection by YDC 2018 New Talent Award winner Yeung Shun Leong has debuted at JOYCE.
A long-standing supporter of Hong Kong Young Fashion Designers’ Contest (YDC), JOYCE has chosen a designer from the YDC finalists to launch their winning collection at JOYCE stores for the second consecutive year. Yeung Shun Leong, whose collection was inspired by Nietzsche’s “Übermensch”, recently made its debut at the renowned retailer.
As a fan of MMA, Yeung wants to highlight the fighting spirit in this collection. He has incorporated elements of judo, fencing and boxing into sportswear, with arm bands, straps, zippers that make for a functional yet creative collection that looks lived-in rather than brand new, using chemical treatments such as stone wash and waxing to achieve special textures.
“I want the wearer to feel empowered and protected, like they can just spring to action anytime,” Yeung said.
Michael Mok (GMM of JOYCE) & Yeung Shun Leong
Michael Mok, General Merchandise Manager of JOYCE, explained that he chose the winner based on creativity, choice of fabrics, workmanship, commercial viability, suitability to the Hong Kong market and functionality.
“With Yeung’s collection, certain things you can’t really see on stage are actually really impressive, like the embroidery on straps. He has given a lot of thought into every detail. It’s a very complete collection with a strong theme, and he’s delivered his message very clearly,” said Mok.
The collaboration has enabled Yeung to acquaint himself with different aspects of the fashion business under the tutelage of JOYCE’s experienced team. “It’s been a great learning experience in marketing, packaging, time management and production management. There’s so much to handle launching a collection like this, down to the smallest details like how an item is packed and described in the tag.”