HUI SPRING SUMMER 2024 CAMPAIGN

COLLECTION F/W 2024-25

Feminine will and creative power, the peaceful strength of a thousand-year-old culture and the invincible energy of modernity. Playing between these opposites, the Hui FW 24/25 collection was designed by Hui
Zhou Zhao, a Chinese fashion designer who loves Italy and has been showing in Milan for years. The starting point is always the reinterpretation of ethnic and cultural Chinese traditions, but this time it immediately gets to the cosmopolitan and sophisticated image of Chinese women who today attend Western universities, do international business, travel the world as well as new technologies.

HUI ZHOU ZHAO

STYLIST AND DESIGNER

It is a perfect balance that gives the same importance and value to tradition and modernity, innovation and quality.

Hui Zhou Zhao, a Chinese designer with a master's degree from the Milan Polytechnic Institute where she learned the charm of Italian fashion, perfectly combines classic oriental beauty and timeless elegance mixed with avant-garde modernity.

The brand identity is inspired by the extraordinary Asian aptitude for embellishments that mix with the rigor of clean, minimalist design. This mood comes from Miss Zhao's passion for art and its influence on fashion that skillfully blends multiple languages.

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GUIZHOU’S CREATIVITY

 at an exhibition in Milan

The exhibition "China's Miao ethnic culture" brought the arts of embroidery and fabric from the Chinese province to Palazzo Clerici during the fashion week. A collection of 16 pieces that confirms and seals the deep and strong bond connecting the East and the West, especially China and Milan. 
Costumes that reflect the Miao people's understanding of nature, their pursuit of artistic creativity, and aesthetics beyond realism. 
Natural changes are translated through soft rhythmic lines, lively images, and decorative compositions."

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