Shenzhen fashion brand HUI made an appearance at Milan Fashion Week at 5:30 p.m. Sunday, Beijing time, once again shining a spotlight on Chinese intangible cultural heritage and showcasing the confidence and strength of women.

HUI, a sub-brand of Shenzhen fashion designer Zhao Huizhou’s Eachway Fashion Group, hosted a show at the famous La Pelota exhibition area in Brera to present its Fall/Winter 2024-2025 collection themed on “Gao Ji” (meaning “hair buns”).

A model presents creations from the HUI Fall/Winter 2024-2025 collection at Milan Fashion Week in Milan, Italy, on Sunday. Shenzhen designer Zhao Huizhou draws inspiration from the “Longhorn” hairstyle of the “Longhorn Miao” ethnic group in rural Liupanshui, Guizhou Province, which is known for the women’s unique hairstyle that features a headpiece shaped like a pair of long horns. Photos courtesy of HUI

It was the Shenzhen designer’s 14th appearance at Milan Fashion Week. This season, the designer boldly integrated elements from different Eastern and Western cultures and drew inspiration from the “Longhorn” hairstyle of the “Longhorn Miao” ethnic group in rural Liupanshui, Guizhou Province, which is known for the women’s unique hairstyle that features a hair bun shaped like a pair of long horns. On festive occasions, the Miao women wrap samples of their ancestors’ hair and black wool around the hairpieces and secure their large buns with white yarn. Apart from the headpiece, which weighs about 3 kilograms and takes at least 30 minutes to set, the women often wear striped pleated skirts and garments that have embroidery and batik designs.

“Since ancient times, whether in the East or the West, women’s exploration and pursuit of beauty has never stopped. Hair, soft but resilient, protects our DNA with its ability to constantly regenerate and renew,” said Zhao, founder of HUI, adding that the high hair bun showcases the grace and fashion of women and reflects their pursuit of details and beauty. At the same time, it also reveals the inner world of women and represents a confident posture.

The designer boldly adopts new contrasting colors, placing red, purple, and blue together in a strong contrast. The carefully adjusted brightness and saturation present a pleasing and delightful visual effect in the clothing. By combining the simple and natural Miao ethnic patterns with traditional Chinese designs, the past, present, and future are connected in opposition and harmony to showcase a unique aesthetic tension and emotional connotation. With a perspective that combines tenderness and strength, it explores more possibilities for women.

The runway show also adopts multimedia, digital music blending technologies, and visual arts that add a touch of romance and vibrancy.