Shenzhen fashion brand Hui made an unconventional appearance at Milan Fashion Week yesterday, drawing spotlight on China’s Miao ethnic culture, combining a runway show with an ethnic song performance, as well as a Miao embroidery exhibition.

Hui, a sub-brand of Shenzhen fashion designer Zhao Huizhou’s Eachway Fashion Group, was the only fashion brand from Shenzhen and one of the two fashion brands from China to stage a runway show at the biannual fashion pageant in Milan, Italy, to present their Spring/Summer 2024 collections.

Chinese singer A Duo, dressed in redesigned Siyin Miao-style clothing, performs an ethnic song during the runway show of Shenzhen fashion brand Hui at Milan Fashion Week yesterday. Courtesy of Hui

It was the Shenzhen designer’s 13th appearance at the Milan fashion show, and for this season, she took inspiration from the unique five-color square patterns on the traditional clothes of the Siyin Miao, or Four Seals Miao, one of the tribes of the Miao ethnic group.

“This time, our designs are inspired by the five-color square Miao patterns, which are a unique cultural element that has great historical, cultural, social and artistic values,” Zhao said. “The making of Four Seals Miao’s clothing not only shows Miao women’s artistic talent, but also serves as an effective tool to carry on the traditional culture of the Four Seals Miao.”

Zhao has been endeavoring for years to preserve and inject new life into China’s intangible cultural heritage through fashion, with her previous shows in Milan all centered on traditional Chinese culture. She spends a good chunk of her time on field trips to ethnic groups in Guizhou and Yunnan.

One thing that stuck her during her trips was the inheritance of the ethnic cultures. A Siyin Miao woman once told her: “If we don’t teach our children, those skills may disappear one day. So, we do everything we can to pass down those skills to young people.”

Seeking creative ways to present China’s intangible cultural heritage like this to a larger audience, Zhao invited Chinese singer A Duo this time, dressed in redesigned Siyin Miao-style clothing, to burnish the Milan runaway with an ethnic song performance. A Duo has also been known for her efforts in interpreting China’s intangible cultural heritage through songs.

Zhao also arranged a sideline exhibition featuring Miao accessories and dresses with various styles of Miao embroidery, which is dubbed as “history books worn by people,” to showcase the artistic charm and historical legacy of China’s intangible cultural heritage.

As per Milan Fashion Week’s official schedule, a total of 62 fashion shows from various brands were scheduled to take place between Sept. 19 and today, including four online shows. Fendi, ETRO, Prada, Max Mara, TOD’S, Ferragamo, Bottega Veneta and Giorgio Armani, plus many more, have released their new collections, drawing worldwide attention.