Yueqi Qi Autumn/Winter 2025 / AW25 at Tokyo Fashion entitled Persona

PERSONA explores the fluid nature of identity who we are, who we present to the world, and who we become when no one is watching. It is about the tension between control, release, and instinct. Performance and truth are examined in a hyper normalized world with geopolitical tensions rising. Cat motifs run through the collection and oscillate between female and feline.

Yueqi Qi AW25 / Autumn/Winter 2025 collection fuses upcycled leather with laser-cut laces, balancing structure and fluidity. Beading and embroidery evoke fragmented reflections, while a leopard cat lace pattern symbolizes transformation. Eco-friendly Alcantara®︎ enhances handcrafted details, including intricate beading and the brandʼs signature “love” motif.

Macramé and upcycled leather sculpt cat-ear headpieces, embodying instinct and self-reclamation. Beaded AirPods Max merge technology with artistry, turning function into statement. The YUEQI QI x UGG Golden Rise footwear modular boots that convert into sandals launches in limited quantities in April 2025.

Yueqi Qi, graduated from Central Saint Martins in 2018 from the knitwear pathway and previously worked in Paris at CHANEL in the embroidery atelier. Since launching her brand, she has collaborated with Gucci for their inaugural GUCCIFEST as well as their Gucci Vault project. She was selected to join the panel at VOGUE Forces of Fashion 2021, and LVMH Prize semi-finalist 2022. Her goal as a designer is to tell narrative driven stories through the medium of fashion design. Her approach is humanistic with great compassion and curiosity for the world. Her process is focused on intricate bead work, handicrafts, and sustainability. With exquisite embroidery and glass beads interlaced in effervescentprinted fabric, every piece is given a unique silhouette. In the continuous exploration and experimentation of traditional craftsmanship, YUEQI QI hopes to inherit delicate beading techniques and develops.

All images Yueqi Qi AW25 / Autumn/Winter 2025 by the brand. Credit To Designer: Yueqi Qi / Music: Thomas Lamb / Production: Ryo Azumi (DRUMCAN inc.) / Casting: Bobbie Tanabe / Photographer: Chikashi Suzuki / Videographer: Tsukasa Kudo / Runway Photographer: Ko Tsuchiya / Make up: Jewel Y / Hair: Hayate Maeda / PR: MATT. / Models: Momoka, Sena, Kayu, Maylan, Haruka, Keito, Nene, Riko, Mayo, Ura, Moet, Chen Xi, Ran, Aria, Yuina, Sara, Akane, Rikka, Shannon, Grace, Haruno, Fubuki, Tiara, Fancy, Tsugumi, Xenia, Ayari, Yuka