Thom Browne Launched Pop-up Store at JOYCE

New York based fashion designer Thom Browne brought with him to Hong Kong his AW2013 collection and showcased the SS2014 collection and launched a pop-up store at Joyce. This is Browne's first visit to the region and held a pop-up store to higlight pirces from Thom browne's latest collections as well as a window display inspired by the Aw2013 men's collection fashion show held in Paris earlier.
Browne made an exclusive appearance at Joyce Central store to meet with guest and media. Browne is difficult but not fussy and he told mylifestylenews he believes that fashion and style should come from within and feel natural.  His clothes appeal to those interested in fashion, and who are looking for an alternative to bespoke tailoring without having to resort to highly designed men’s fashion.
Thom Browne opened his doors in the fall of 2001, offering custom made clothes only. In SS2004, he took his first step into ready-to-wear. All of the items from his ready-to-wear collection continue to be hand-made, but are simply pre-made for the customer who values quality, fine detailing and a fresh vision. A full collection for women was introduced in 2011 with the same vision and attention to detail.  In March 2013, Thom Browne opened his first store outside of the US in Tokyo.
The up raising Browne is the recipient of the 2013 Pratt Institute Fashion Visionary Award, National Design Award from the Cooper-Hewitt National Design Museum (2012), the 2006 CFDA Menswear Designer of the Year, the Rising Star Award for Menswear by FASHION GROUP INTERNATIONAL (2005) and the runner-up prize of the CFDA VOGUE FUND (2005).
n 2007 Thom Browne was invited by Brooks Brothers to  design a capsule collection called Black Fleece by Brooks Brothers for men and women as part of the brand's newly introduced creative concept laboratory. An opportunity to design a line of men’s jewellery also arose in fall 2006 through Harry Winston, which was launched in fall 2007.  In 2009, Browne was named to design menswear collection, Moncler Gamme Bleu which is shown during Men’s Fashion Week in Milan. Browne’s first licensing agreement was signed with Dita Eyewear in 2011 with an introduction of an eyewear collection for both men and women.
The AW2013 women collection features a palette of grey, black and white, accentuated with blood red to create eye-catching effects. Body parts are blown up to extreme proportions with exaggerated silhouettes featuring box-shaped shoulders, flared hips, and cinched waists. Fabrics are often backed with an extra layer of silk gazar, to create a stiff look. Highlights include wool, silk and nylon, which have been specially treated in Europe to create unique textures such as jacquard, lace and other appliques.
The AW2013 men collection features geometric silhouettes dominated by squares and rectangles. Coats and jackets come with boxy shoulders while trousers are worn high on the waist with extra-large cuffs.  Fabrics include rubber and wool tweed, rip-stop nylon and cotton Mackintosh in a palette of grey, navy and grey, and black and white. Highlights of the collection include a unique quilting which comes in four patterns from bar stripes and stars to diamonds and squares. Everything is accessorised with square shaped hats, box shaped shoes worn with rubber shoe covers and square and rectangle quilted briefcases.
The SS2014 women collection included the familiar play on proportions and shapes with reference to Elizabethan costume and military motifs with a focus on elaborate couture-like hand work and detailing on all looks.  The silhouettes showed a juxtaposition between hard and soft.  The strong structured shapes were formed by the use of multiple seaming, internal boning, and pin-tucking along the seams creating a sharper edge and emphasizing the volume or paneling.
The SS2014 men collection focused on the idea of uniforms interpreted in many different ways through detailing but not specific to any exiting forms. The silhouette with strong shoulders, nipped waist line, and flared skirts were explored in various different styles. Grey, navy and white, red and white, black and white are the major color of the collection.

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