joyce bao is the eponymous womenswear label founded in 2024 by designer joyce bao from her ma studies at central saint martins. The brand challenges both eastern expectations and western stereotypes of ssian femininity—ushering in a new feminine sensibility, one that is intimate and light-hearted, but resilient.

at its core, joyce bao represents the liberation and softness of unapologetic femininity. through garments that float between fragility and power, the brand offers a poetic reimagining of what it means to dress emotionally. reviving deadstock or upcycled silks, velvets, and laces from around the world through modernising eastern and western craft techniques inspired by historical costumes and garments. joyce bao transforms the softness into expressions of freedom and resilience. with fresh textile manipulations rooted in cultural references and personal emotions, there is a sensual honesty in how she proposes clothes to be made and worn.

rooted in dual identity and global (un)belonging, the brand moves beyond tired east-meets-west binaries. it speaks instead to the nuanced experience of growing up as an asian woman in a hyperconnected, multicultural world—where softness can be empowering, and beauty can be both intrigue and armour. joyce bao is for those who find grounded-ness in their vulnerabilities, and excitement in rewriting the narrative.