Joyce & Girls
Joyce & Girls is a Swiss womenswear label founded in 2013 by Murielle Sapart. It creates colourful ready-to-wear in silk and cashmere alongside beachwear, built around hand-crafted prints.
| Founded | 2013 |
|---|---|
| Founder | Murielle Sapart |
| Management | Tristan and Nelson Pirouz |
| Points of sale | More than 550 in 20 countries |
| Website | joyceandgirls.com |
What is Joyce & Girls?
Joyce & Girls is a Swiss ready-to-wear label created in 2013 by Murielle Sapart. It is now run by her sons, Tristan and Nelson Pirouz.
History
The brand was formed by merging three seasonal labels, Salsa, Joyce and Beachgirl, which focused respectively on silk, cashmere and beachwear. It presented its Spring/Summer 2019 collection, titled "being your best self", during Paris Fashion Week in an art gallery in Saint-Germain, its first presentation in the Paris calendar.
Products and positioning
The label is built on hand-crafted prints, bold colours and varied silk compositions, with each print taking an average of 190 hours to create. Collections combine silk, cashmere and beachwear and target confident women who express themselves through colour, with looks for the office, dinner or the beach.
Distribution
Joyce & Girls is sold in more than 550 boutiques and department stores across 20 countries.
Why it matters
Joyce & Girls is an example of a family-run Swiss brand that consolidated several seasonal lines into a single print-led label with broad multibrand distribution.
Frequently asked questions
Who founded Joyce & Girls?
Joyce & Girls was founded in 2013 by Murielle Sapart and is now run by her sons Tristan and Nelson Pirouz.
Where is Joyce & Girls from?
Joyce & Girls is a Swiss womenswear label.