VOGUE / Chinese Takeout Surprises New York Fashion Week

 

New York Fashion Week has brought many dazzling moments to global audiences, among which Maison de Hoe’s SS24 is like a stream of light flying across the night sky. The brand was founded by Hanwei Su, a Parsons graduate who has won multiple awards. With the hoe as its core, the brand tells the world about China's contemporary "local flavor" culture and female power, focusing on the characteristic style that has been ignored in the discussion of new Chinese style. It has opened up a new Chinese style route that is both popular and elegant.

 

A stylish feast of Chinese takeout

During this fashion week, Maison de Hoe used the most down-to-earth and distinctive Chinese cultural element overseas - Chinese food takeout as its creative inspiration to present a creative fashion experience. The brand uses fortune cookies and chopsticks as symbols, and adds the slogan "Here is your takeout" to make the audience feel like they are in a Chinese takeout restaurant. This combination of familiarity and unfamiliarity allows the audience to experience the "local flavor" culture and high fashion. , that is, the combination of elegance and vulgarity.

 

Deep expression of design concepts

Hanwei Su said: "Maison de Hoe hopes to bloom on the international stage like the Chinese giant flower jacket. In New York, a fertile soil of multiculturalism, we are committed to exploring those cultures that are rooted in the hearts of every Chinese but are often ignored. Memory. This time I chose Chinese takeout as a creative inspiration to pay tribute to overseas Chinese culture, and I also hope that through this interesting way, contemporary Chinese culture will gain more attention.”
In addition, a highlight of this show is the lunch box bag designed by Kangqi Zou. As another chief designer of Maison de Hoe, Kangqi is also committed to drawing inspiration from large patterns, bravely combining "fashion" with "earthy flavor" and integrating this into the design. This time, inspired by the aluminum lunch boxes of Chinese workers, she was creative and designed a special round aluminum lunch box that is unique to Asia, and added brand elements to turn it into a unique jewelry packaging box. Kangqi Zou also actively implements the brand's sustainable development concept and uses slow-selling fabrics, buttons and other materials to achieve the brand's environmental protection goals.

 

Brand background and spirit

Maison de Hoe is rooted in New York and represents the new voice of contemporary Chinese culture and female power. The hoe is not only a symbol of the working people in rural China, but also represents the strength and tenacity of women. Chief designer Hanwei Su, whose pronunciation is similar to "bitch", mocks society's stigmatization of women and encourages women to bravely master their own "hoes", that is, their own strength, and show their own style. The brand integrates the profound connotation of Chinese culture into the international fashion trend and is committed to promoting the common progress of sustainable fashion and Chinese design power.
Maison de Hoe, with its profound cultural connotation and unique design philosophy, has successfully led a new fashion trend and has undoubtedly become the biggest highlight of this New York Fashion Week.