HUI A/W21

Photographed by Marco Giuliano.

Looking deep into the heaven that is under our feet. A journey of eternal innovation: HUI Autumn/Winter ’21 digital campaign shot by Marco Giuliano and styled by Anca Macavei.

Huizhou Zhao, the creative mind behind the brand Hui, you spent 2 years in Milan studying at the Polytechnic, how did the culture of the “Made in Italy”and of the Italian fashion influence you?

Life needs repetition on the other hand the brand needs continuous innovation. After two years of study in Italy I felt like a sponge, absorbing the technology of western fashion and its whimsical clothing culture. This experience made me collaborate with foreign designers, experimenting deeply the mix of my culture and their culture. Looking at the West with the eyes of the East and reading the East throuout western concepts. Now I am more skilled in using these exquisite crafmantship techniques that i’ve learned in the West as a resource for the Chinese elements of my design, both being an intrinsical part of me. This process allowed me to explore a better expression and a more international approach on the astern DNA.

You usually hold fashion shows both in Milan and China, how would you describe the Chinese fashion scene compared to the Italian one?

Right now all eyes are on the Chinese fashion scene, I think that Chinese fashion week will become more and more interesting in the future. Furthermore our fashion week is not only an opportunity for the designer’s visibility but is also a very well organized platform for communication in China, which makes Chinese design known all over the world.

What about your creative design process? How do you start working on a collection?

My creative process comes from life: my personal experiences, from my feelings and from my world’s perception. I try to design in a the most personal way possible, considering the culture, the tradition and the future.

How would you describe Hui?

Subtle, intellectual elegance, the power to convey past and modern beauty in a contemporary way.

HUI A/W21

Credits:

Photography: Marco Giuliano / @marcogiulianoph
Styling: Anca Macavei / @ancamacavei
Styling assistant: Selin Celik / @selinceliks
Editorial assistant: Silvia Valente / @silviavalentevi
Soundtrack: Synth Kid – Heartache
Model: Nastya at Select Model Milano / @_nastyacherkasova_ @selectmodelmilano

HUI A/W21 / @hui.official

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