Back in November we told y'all everything you needed to know about Japanese-by-way-of-L.A.-based clothing brand Joyrich that's infiltrated the wardrobe closests of celebs like Lil Wayne, Keri Hilson, Jessie J, and Nicki Minaj. Here, in an MTV Style EXCLUSIVE, is a preview of the SS2012 lookbook and VIDEO LOOKBOOK. Click here to see it in all its bright, mixed print, fully accessorized glory.
Sneak peeks of the line have been popping up here and there via Joyrich's official twitter account as well as gracing Birdman's new video for "Y U Mad?" feat. Nicki Minaj and Lil Wayne, but this is the FIRST complete unveiling ANYWHERE on the internets. In the vid, Weezy rocks an oversized red fur trapper hat with some Joyrich "Cash Flow" denim shorts...you know, the ones with the dollar signs all over them? MAJOR!
This spring, we're happy to see the return of the leopard prints, the splashes of L.A. pride, and the hint of Americana. We're also super pumped for the fresh new florals that the brand is becoming renowned for. This collection is a strong one that sees the label experimenting not only with mixed prints but a slew of different textures as well. We can't wait to see which celebs will be rockin' what. Especially since we can envision THE Justin Bieber in that star-print varsity jacket in a heartbeat!
So (drum roll, please) without further ado, we present to you THE FIRST LOOK AT THE JOYRICH SS2012 LOOKBOOK:
WE FOUND LOVE IN A FLORAL PLACE
VERY STRAWBERRY SHORTCAKE
MADRAS WOOS NAVAJO PRINT
STARS, BARS, AND SPOTS
TIE-DYE AND PEACHY BABYDOLLS
VARSITY MEAN MUGGING
BONE, BONE, BONE, BONE, BONE, BONE, BONE, BONE
OLD GLORY AND GREENBACKS
OIL PAINTED SHORTY SUITS
ART DIRECTION & STYLING: LEAH SCHMIDT & DAVID MELGAR
PHOTOGRAPHER: LUIS RAMOS
MODELS: CODY MARQUETTE (HOMME), JEANNE JOHNSTON (FEMME), TAYLOR REYNOLDS (FEMME)
HAIR: TONY VIN
MAKEUP: ANTHONY NGUYEN
LIGHTING DIRECTION: TIGRAN TOVMASYAN
Special thanks to T.Kyle from RealityTV.GIFs for the photos in motion!