EQUILIBRIUM THAT COMES FROM CHINA

Same importance, same value between tradition and modernity, and between innovation and quality. Hui Zhou Zhao, a Chinese stylist with a master’s degree from the Milan Polytechnic where she learned the charm of Italian fashion, perfectly manages to keep classic oriental beauty and timeless elegance combined with the contemporary avantgarde together.

The brand identity takes its cue from the Asian attitude of cutouts combined with the rigor of clean and minimal design. A mood that comes from Miss Zaho’s passion for art infiltrating fashion, capable of merging multiple languages. A belief that has led to the creation of a fashion museum. With the spirit of the arts and the continuous innovative repetition of the brand’s DNA, Miss Huizhou Zhao is highly interested in collecting all kinds of art works from her own country as well as foreign ones. Her constant pursuit of fashion, traditional culture and artistic value sparked a unique idea to present the process evolution of culture and fashion to the public by creating a dedicated museum.

Combining all the current collections with the support of the Intangible Cultural Heritage program of the Hui Foundation, the museum successfully showcases costume designs ranging from the Qing Dynasty to ethnic minority cultural heritage embroidery, from the stage of the Republic of China to the establishment of the People’s Republic of China, from the times of reform and opening up to the modern era. This perfectly reflects the historical evolution of contemporary Chinese fashion culture. The museum is committed to spreading Chinese art and culture to the world, while raising public awareness of cultural heritage. The idea of inheriting and innovating art and culture is directly reflected in the Hui fashion collection. Ma Hui is more than just a brand. Since 2016 it has also served as a foundation for the protection and promotion of the artisan and ancestral techniques of Chinese culture, and through art and design, aims to study public welfare projects focused on the reduction of poverty and the improvement of the quality of life of women and children. The Hui Foundation organizes cultural tours for students, especially primary and secondary school students, accompanying them in the Guizhou hinterland. The goal is to create relationships for students by spiritually enriching them with the culture of the places visited as well as for the inha - bitants of these villages who, from an economic point of view, receive donations. Thanks to this financial aid, local women have the opportunity to continue working at preserving the extraordinary heritage of craftsmanship and dexterity that makes them unique.

How would you define the style of the brand?

Hui is an independent design brand that embraces oriental culture. Perceiving luxury, conferring dignity and feminine elegance, and presenting a perfect harmony between heritage of culture and art. These are the aspects that characterize the brand. Simple in form but refined in heart.

Which woman is it for?

We have seen, met and interviewed female consumers who are already regular customers of Hui.

They all see the brand as a point of reference for a modern yet easy-to-wear style, without standardization. The brand is able to speak to women of different types, so Hui’s taste is cross-cutting. Women who love Hui are cultured, elegant, independent, tough and bold, with a soft side and a tough side at the same time. They dare to be themselves and live their own lives.

What are the sources of inspiration for the collections? How have they changed over time?

The collection is inspired by the ancient traditional Chinese culture but not only that. It also focuses on the power of women. As in the latest Mother Butterfly collection which is based on the mythical legend of the Miao people of Qiandongnan. The previous ones combine tradition and modernity. They are all contemporary artistic expressions of non-traditional culture.

In which markets are you present and which do you plan to address?

We now have 10 partner stores, as well as an independent flagship opened in late 2022 in Palermo. Other openings are planned in Milan and Florence. We want Hui to put down roots, first of all in Italy with the Milan office as the central nucleus, in order to form a diffusion that opens up to the international market. As for the current development, it is a Chinese luxury product so that Europeans can better understand Chinese culture.

What are the company strategies, in the light of the changes of recent years?

We focus more and more on the power of women, allowing tradition and fashion to confront each other and innovating fusion. Clothing is our charm or the breath of life, and a vehicle for the expression of our hearts. We always try to offer simple, direct and warm products to make your story fuller and more memorable.

What are your future plans and projects?

The main focus is on the previous concept of upgrading and transforming traditional industries and the general direction of cultural and creative development strategies to make it real and deep. We also work on Eachway’s fashion museum on conducting sustainable research, while through the Hui foundation we are committed to alleviating poverty and promoting cultural heritage inheritance so as to establish the brand and uniqueness of the enterprise. Future projects also include contacting an increasing number of buyers, organizing exhibitions and opening shops abroad to further open up to the international market and, at the same time, relying on the Hui Foundation to set up and help artisans finance the heritage of traditional crafts in poor areas. Also, to improve the Eachway fashion museum to connect the collection with the Hui Foundation.

What importance and role does travel have for you?

Traveling is really a state of mind, just like dressing. You have to have your own style so you can become more and more beautiful.

What does your personal ideal suitcase contain and that of those who wear your collections?

Perhaps because I travel a lot, I tend to choose small and comfortable but very roomy bags, which will make me feel very comfortable and at ease. I don’t need many things: some matching and versatile, favorite clothes, hats, headbands, skin care products, cosmetics, toiletries and some books.

What must-haves do you recommend for female travelers?

Skin care and make-up, sun protection, sunglasses and hats, to block part of the UV rays and protect, but at the same time fashion accessories, a small travel pharmacy with anti-inflammatories, cosmetics, pain medicines, rechargeable batteries, headphones and handkerchiefs are musts.