Our very first fashion show, an unforgettable evening.
On May 27th, JOY celebrated the launch of its first FIRST LIGHT – Foundation collection with an exclusive rooftop event in Montreal. More than 200 guests, influencers, creators, and friends of the brand gathered at the historic Giovanelli studio, bathed in the sunset and offering a 360° view of the city.
The evening began beautifully with a welcome cocktail, bites from Le Petit Kangourou, summer ready-to-drinks offered by Pretty Please, and a collagen bar for a non-alcoholic toast.
The atmosphere was electrified by international artist Sound of Mint, who set the stage ablaze with his blend of percussion and Afro-electro. Our models confidently strutted their stuff to our first 10 tracks, revealing the very essence of FIRST LIGHT – Fondation. And for those feeling spontaneous, Kartiste offered a poke tattoo station right there on site.
The energy was palpable. The crowd was magnificent. The team was on fire. A powerful moment to bring JOY to life. A launch that reflected who we are: powerful, vibrant, bold.
The FIRST LIGHT – Foundation collection will be available from June 15th on our online store.
A huge thank you to everyone who shared this initial spark with us. This is just the beginning.
