Sara Gydal Lindquist, manager of H&M Asia Design Hub, notes that as one of China's most closely watched young designers, Wei brings a nuanced cultural perspective, translating the symbolic traits of the zodiac into tangible fashion designs.
"At its core, fashion is a form of emotional expression," Lindquist emphasizes. By drawing inspiration from cultural symbols that consumers recognize and feel connected to, the collaboration seeks to build a deeper emotional bond — particularly with those who appreciate Chinese and Asian cultures.
She adds that H&M is thrilled about this collaboration and hopes it will shine a stronger spotlight on the creativity and growing influence of young Chinese designers in both the Chinese and international fashion industries.
"We are not just seeking to succeed in the Chinese market, but to contribute to its development as a global creative hub," Lindquist says.
