His dedication to his clientele is what, he says, has sustained the brand since it launched in 2011, through the last decade when designers have opened and shuttered their labels in record numbers. “We treat it seriously as a business and not just a vision,” he adds. “At the end of the day my clients are my friends who are actually living this lifestyle, so I constantly listen to them, and I have direct feedback from them. They tell me they want something special, but subtle, stretchy enough to be able to move freely, and they don’t want things to be wrinkled, so all our satin is wrinkle-free. I call this effortless elegance because I don’t want my client to have to think about these concerns—that’s my job. They just have to think about looking beautiful and confident.”
Courtesy of Hushain Zhang
Born in the coastal city of Qingdao, China, where the designer still produces much of his collection and stays for much of the year, his bi-continental lifestyle has also required him to innovate early on. In the first few years, without the budget to ship his designs, Huishan would have to hand-carry his entire collection to London for fashion week. “This is why my pieces travel really well; I’ve been using wrinkle-free, lightweight fabric for a long time because I used to be the one carrying everything and steaming all the clothes before the show!” Necessity, after all, is the mother of invention.
His unique start to his career has led to many young students seeking his mentorship and guidance. At the mention of this, Huishan picks up his phone to gesture at messages sent to him by the husband of Angelica Cheung, former founding editor-in-chief of Vogue China, referring some young students in London to him, who are keen to pick his brains. Huishan welcomes with open arms, keen to reciprocate the warm welcome London has given him. “All I can do is share my journey, and hope it inspires them somehow,” he says. “I remember reading all about how Ralph Lauren and Giorgio Armani got their start, and even though everything about their story was different from mine, I was still inspired to keep chasing my dreams.”