Shenzhen brand unveils new collection in Milan

Models present HUI's S/S 2027 collection at Milan Fashion Week. Photos courtesy of HUI

Shenzhen fashion brand HUI made a striking statement at Milan Fashion Week with the global debut of its Spring/Summer 2027 collection, THE FAN CODE, offering a contemporary reinterpretation of Chinese tradition.

HUI's runway show in Milan.

Founded by designer Zhao Huizhou, HUI used the traditional Chinese round fan (tuanshan) as a starting point to explore heritage, craftsmanship, and modern aesthetics. Rather than replicating historical artifacts, the collection treats culture as an evolving, living dialogue.

Inspired by the artisanal traditions of Miao women in southwestern Guizhou Province, who preserve community memory through intricate weaving, embroidery, dyeing, and tailoring, the new series adopts a modern design approach. The collection highlights these women as active creators defining their relationship with tradition in a changing world.

The collection blends ethnic Miao techniques and modern design.

On the runway, printed silks, sheer fabrics, and structured textiles were layered to create a balance between softness and form, transparency and coverage. Traditional motifs were deconstructed and reassembled into contemporary silhouettes, offering a fresh, wearable approach to heritage fashion.

Enhancing the runway narrative, Italian multidisciplinary artist Maria Jole Serreli collaborated with HUI to design a custom set featuring red thread installations.

The ongoing creative partnership, which began in 2018, extended the collection's themes of time, womanhood, and memory into physical space.

HUI's latest showcase reflects its ongoing commitment to bringing Chinese heritage craft onto the international fashion stage.