SEP. 11, 2015

Newcomer brand questionnaire | LU LU CHEUNG



Lulu Cheung


Women’s / Clothing, Accessories & Others

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

I love beautiful life and amazing things in life. I think fashion is the best canvas for me to express my appreciation of life. I love fabrics, therefore I visit different places to search for the quality fabrics, important tools for me to complete my art pieces.


―What is the brand’s concept? What do you want to communicate through fashion designing?

Simplicity and beauty. It is my desire to express my attitude in life through designing fashion.
Sophisticated, confident and demure women with fashion sense, is what I want to project through my clothing / pieces.


―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

My source of inspirations are the colors of nature, its textures and forms. My design incorporates all these with the rhthym of life. I like my designs to conjure a carefree and buoyant feminine beauty but I also want to have down-to-earth practicality. My design is expressing the “soft-yet-strong” of women.


―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

Our own retail stores in prime locations in Hong Kong, e.g. Central and selected shops in Hong Kong, the Chinese mainland, the U.S. and the U.K.


―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

Yohji Yamamoto. I particularly affirm with him on his lifestyle demonstrating calmness and beauty. If I can choose an adjective, it would be “zen” in Japanese.


―Do you have any aspirations or mottoes or quotes that inspires you?

“I love life. I love beauty in simplicity and everything in nature.” LU LU CHEUNG


About 2016 S/S collection

―Why have you chosen Tokyo (or MBFWT) as the venue for presenting your collection?

We had a very memorable experience with a show in Tokyo. It was back to 2005 when we joined the Tokyo Collection Show. Though we also explored European regions, we are particularly surprised with the Japanese’s persistence in search for high level of craftsmanship from fashion pieces. After the Tokyo Collection Show, we have received so many orders which proved LU LU CHEUNG’s suitability for the Japanese market. We are coming to MBFWT, to meet with old friends and also introduce our latest collection. We are still very confident in the Tokyo market.


―What is the concept / image for your brand’s 2016 S/S season?

“Light-it-up”. To put it in a simple way, it is related to a state of mind in thinking bright and spreading love.


―What is your vision for your show / installation?

We will present our collection at the Fashion Hong Kong Show, organised by the Hong Kong Trade Development Council. We are eager to meet old friends and also introduce our latest collection, which is suitable for Japanese searching for simple beauty.



―What are your brand’s future outlook and goal?

“Let there be light”. Since I pursued my career as a fashion designer, I had been fortunate enough to take different challenges and seize opportunities. I believe that my passion in fashion can always be evoked in a special way whenever I create my collection, especially for a particular market. I also believe in succeeding the passion in fashion, therefore I am grooming my design team and let my team contribute more elements to LU LU CHEUNG. LU LU CHEUNG was, is, and will be simple but everlasting.



―What does Tokyo represent for you?

I love Tokyo, as simple as that.


―Which parts / sites of Tokyo do you like most? Why?

Daikanyama, because I can find a lot of playful and quirky things there.


―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

Overall speaking, I love the harmony in Tokyo. I love nearly all the places in Tokyo. Everytime when I land in the airport, I can immediately feel that I am enveloped by the ambience of new innovation and ideas which is so unique.

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