CHINESE WISDOM: Trying to transcribe the deeper meaning of fashion has been one of Tricia Jones’ leitmotifs for the past 14 years. The i-D magazine cofounder is now taking her Soul i-D exhibition and book project, which asks key industry figures questions like “What is beyond price?” to China in partnership with influential retailer Joyce.

“It’s important to be able to connect product together with the creative environment and the background behind it, to contextualize,” said Joyce Boutique and Lane Crawford president Andrew Keith, who revealed that discovering a copy of i-D magazine at an early age was instrumental in his choice of a career in fashion.

“It’s not just stuff, there should be a point of relevance to everything that’s being produced,” he added. “This is an exhibition that invites [Chinese people] to think about what that means in their life.”

“I think the West has looked at China for the past 15 years and seen dollar signs,” Jones commented. “I’m much more interested in the exchange of ideas. We’ve all got things to learn from each other.”

Soul i-D groups together photography, essays, paintings and collage from artists and designers including Alexander McQueen, Miuccia Prada, Yohji Yamamoto and Raf Simons, to name just a few.

For both the new exhibition and the 180-page book, published by Taschen in English with key passages translated into Mandarin, these are joined by work from Chinese fashion photographers Chen Man and Wing Shya.

The exhibition will run for two weeks, starting on Oct. 26, at the Enjoy Museum in Beijing’s 798 Art Zone, while the book is to be sold exclusively in Joyce locations in China and Hong Kong.