Rui Zhou presented its spring 2024 collection on a set where everyday objects were covered in stretch fabrics with models walking randomly at first and then in circles, imitating how order was born from chaos in nature, as well as in the mind.
In Zhou’s case, she’s gradually building an order that can scale the brand beyond the buzz it got from dressing pop idols like Dua Lipa, Olivia Rodrigo and Blackpink’s Jennie.
She said she has learned a lot from her recent collaboration with Victoria’s Secret. Not only did he make the bra’s thin, delicate straps a defining feature of the spring 2024 season, but he also took wearability more seriously.
Instead of beads, she used straps to construct her tactile knit outfits, which Zhou believes makes the pieces more gender-neutral, as beads can be “a little too feminine.” He offers a different dynamic. The straps make the pieces look cleaner, straighter and more powerful,” Zhou said backstage.
She paired her sexy knitwear with cropped shirts, tennis skirts, tailored jackets and loose dresses, creating a fuller wardrobe.
It is not the only effort he made to scale the brand. The designer added pieces made with athletic fabric, which are durable enough for working out and stylish enough to wear to a party. Zhou said this is a result of his previous collaboration with Adidas on a capsule for the training line.
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