JOEONE by Louis-Gabriel Nouchi Spring/Summer 2022 menswear collection : “CARNET DE VOYAGE”


Dear Shaded Viewers,

JOEONE’s Spring/Summer 2022 collection is a  journal of a voyage from China to France, inspired by the old maritime commerce channels of the legendary Silk Road. The seafaring traveler sets sail from the fictitious city of Joeone, collecting cultural souvenirs along the way–Chinese junks, Arabic ceramics, Italian gondolas, and French toile de Jouy–which are translated into prints like stamps stuck to postcards, until he finally arrives in the City of Lights at the Musée d’Art Moderne de la Ville de Paris. Louis-Gabriel Nouchi takes us on a journey to the celebration of freedom and liberation, especially if we put this context into a new, positive life ahead. 

The season’s color palette is light and airy, as though bathed in the sea’s salt. The traveler prefers noble materials, with flowing fabrics, linen-cotton blends, viscose, and airy mesh knits forming modern shapes that convey a desire to return to nature while being grounded in the city. French creative director Louis-Gabriel Nouchi was able to adapt the codes of Joeone–synonymous with “pants” in China–to create a live trip journal that bridges the divide between the two cultures.


Colette Tran

A heuristic ignoramus.