Chi You finds inspiration in observation and cultural heritage. The traditions of their hometown have been a continuous source of creative energy. By exploring their inner self and drawing from ancient symbols, they aim to connect the past with the present through contemporary fashion.

Chi You realised many young people overlook the richness of traditional culture. To bridge this gap, they were inspired by Mazu, the Sea Goddess rooted in their local beliefs. She is a symbol of freedom—like the ocean, unbound by fate. This concept deeply resonated with them and became the core concept of their design. This idea also aligns with young consumers’ desire for emotional identity, as revealed through market research.

You’s collection integrates traditional cultural values into modern silhouettes, with oceanic and island elements expressed through varying shades of blue. They referenced artistic representations of Mazu’s clothing and sculpture and conducted field studies to stay grounded in real cultural context. To reflect sustainability and craftsmanship, they used Chinese indigo dyeing with natural plant-based dyes.

This Neo-Chinese series reflects a dialogue between traditional spirit and modern life—honouring heritage while making it relevant for today’s generation.