LOOLAYY LiuLi Presents China’s millennia-old tradition on the Milan runway

LOOLAYY LiuLi Presents China’s millennia-old tradition on the Milan runway for SS26 / Spring/Summer 2026.

LOOLAYY Spring/Summer 2026 / SS26 presents “Purple Intent Condensing Chapter” A contemporary tribute to China’s millennia-old tradition on the Milan runway. Milan, September 19, 2025 – On the occasion of its international debut on the prestigious stage of Palazzo Visconti in Milan, the brand LOOLAYY unveils its new collection “Purple Intent Condensing Chapter”, a creative project that blends the timeless elegance of the Forbidden City with the tailored innovation of contemporary fashion.

LOOLAYY LiuLi LOOLAYY Spring/Summer 2026 / SS26, Inspired by imperial architecture, cultural symbolism, and the profound spirituality of Chinese tradition, the collection offers a journey through past and future, roots and reinvention. Purple, a color symbolic of royalty and sacredness, leads a refined palette that recalls glazed roof tiles, imperial walls, and the majestic aura of dynastic palaces. Each piece is a visual narrative: the architectural lines of imperial palaces are reinterpreted into elegant, structured tailoring, while traditional artisanal techniques such as embroidery and silk weaving are merged with modern materials and technologies, creating a harmonious balance between rigidity and softness, heritage and modernity.

“With this collection, we aim not only to honor our cultural heritage but also to express a new vision of China through fashion. Our debut in Milan is more than just a runway moment, it is a cultural statement: bringing the tradition of Huaxia to the world through a language that is accessible, sophisticated, and deeply rooted in identity. This chapter celebrates symbolic beauty, artisanal refinement, and the innovative strength of our time,” says the LOOLAYY creative team.

“Purple Intent Condensing Chapter” marks the beginning of a new dialogue between heritage and avant-garde, where each garment becomes a bearer of meaning, memory, and emotion. LOOLAYY collection is the result of years of research, passion, and vision: a tribute to history, but also a manifesto of renewal. It is fashion that speaks, culture that dresses, identity that evolves.

BRAND INTRODUCTION – LOOLAYY LIULI

“Chinese Liuli – Inheriting Love Through Tradition”. Liuli (LOOLAYY) is a contemporary Chinese clothing brand rooted in festival red and ceremonial tradition, proudly developed and promoted by Shangze International. Officially launched in 2022, Liuli draws inspiration from the ancient “Six Rites” of traditional Han Chinese weddings, rituals that symbolized respect, harmony, and the continuity of family and culture.

These six ceremonial steps (accepting gifts, asking for names, offering blessings, sending invitations, exchanging betrothal gifts, and the formal welcoming of the bride) serve as the creative soul of Liuli. Each collection is designed to reimagine the elegance of traditional ceremonial attire, reshaping it for modern Chinese women at life’s most significant moments. With the brand philosophy “Chinese Liuli, for the inheritance of love”, Liuli aspires to craft garments that carry not only beauty, but also emotional and cultural meaning, an expression of femininity, heritage, and personal grace.

In just a few years, Liuli has emerged as a rising star in the fashion world, making its mark through appearances at China International Fashion Week, Paris Sino-French Fashion Week, and other key industry events. Through innovative design and artistic presentation, the brand has been widely recognized for its unique aesthetic that fuses Eastern elegance with modern form.

Beyond the runway, Liuli is also deeply committed to the preservation and revitalization of intangible cultural heritage. By integrating traditional crafts, motifs, and values into its collections, the brand champions the innovation of ethnic culture in a globalized context. Looking ahead, Liuli continues to uphold its vision of “inheriting culture, innovating fashion”, striving to bridge the past and the future, the ceremonial and the contemporary. With a focus on international expansion, the brand is poised to bring the richness of Chinese aesthetics and fashion culture to a global stage.

XIAOQI ZHANG, CHIEF DESIGNER, SOME ZEAM

Xiaoqi Zhang is the visionary force behind SOME ZEAM, where craftsmanship meets cultural narrative. With a rare humility and an unwavering passion for his craft, Zhang has transcended his roots in a modest tailoring family to become a leading figure in contemporary Chinese fashion design. Driven by the belief that beauty must serve purpose, and that true artistry demands exceptional technical mastery, Zhang has spent over a decade refining his approach, fusing traditional aesthetics with modern silhouettes, and elegance with meaning.

In 2009, he founded Beijing Starlight Shangze International Apparel Co., Ltd., laying the foundation for a brand that would go on to redefine the role of Chinese fashion on the global stage. Beyond design, Zhang is committed to social responsibility. In 2013, he launched the public welfare initiative “Guangai Youwo” (Light Love with Me), supporting the Beijing Guangai Orphan School for over 12 consecutive years. His dedication was recognized in 2017 when Shangze International received the “Precision Poverty Alleviation, Responsibility and Commitment” Award from the China Children and Teenagers’ Fund.

Zhang’s work has earned widespread acclaim, as: Fashion Pioneer Award at the Shenzhen Apparel Expo (2018), Fashion Brand Award and Intangible Cultural Heritage Innovation Brand Award at International Fashion Week (2024), His designs have been featured by numerous public figures and celebrities, including Yang Lan, Zhou Tao, Long Yang, Chen Lijun, Gong Linna, and Zhu Xun, among others. Xiaoqi Zhang is more than a designer: he is a dream chaser, a cultural storyteller, and a quiet force of innovation shaping the future of Chinese fashion with sincerity, soul, and precision.