The designer Joyce Li, born in Hong Kong and raised in Australia, completed her degree in fashion design at Sydney’s Raffles KvB institute of Design in 2007. Without taking a moment to breathe, Joyce immersed herself in the fashion industry working with leading Australian brands, as a Design Co-ordinator for Frisoni Finetti and then as head designer at Nicola Finetti. Her years of experience in the fashion industry since graduating have shaped her style and approach, giving her strong mind and eye for trends, details and finishing. She possesses a concise understanding of desire and has transformed this interpretation into a collection that that adapts and suits to women of all shapes.
Lucid demonstrates a careful balance of fun femininity, stylish elegance, androgynous chic and professional sophistication. The collection features harmonious details, soft tailoring and drape, emphasis on unique and refined lines all of which strike an undeniably modern edge. The textile choice is highly selective resulting in a global standard production, a true testament to LUCID’s proactive approach to the deconstruction and interpretation of international trends whilst remaining faithful to understanding the needs of women today. The collection attempts to capture a demographic seeking to self-style in a way that allows freedom of expression while promoting the illusion of an escape from reality. LUCID instills a sense of confidence and reaffirms a sense of self in all that live, wear and believe in the philosophy of the label.
Moving forward, the LUCID dream continues to inspire with the launch of an e-commerce site and much more collection stories, still yet to be told.