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E-mail China Daily, October 3, 2024
The brand combines traditional Chinese rural culture with modern design. Right: The JOYA MA collection shows specially crafted celebratory designs for the Year of the Dragon. CHINA DAILY
Reflecting heritage
Su Hanwei, founder and chief designer of Maison De Hoe, told China Daily that she wants her brand to reflect her heritage.
"Living abroad, I'm naturally seen as a Chinese designer. So, I really want to promote and embrace my Chinese DNA and culture, and also, being a woman, is another identity of me," she told China Daily. "Creating this brand took a lot of time and (much) reflection for me. As a designer, I had to think about which topics would remain constant and important to me."
In addition to the neo-Chinese approach that draws from Chinese history and philosophy and new methods of reimagining Chinese traditional clothing, Su's brand, Maison De Hoe, incorporates elements of the Chinese countryside and the metropolis of New York City.
"A vibrant part of modern Chinese culture comes from the time of our grandparents, (which is) deeply rooted in rural farming traditions," she said.
Some of her design inspirations come from Northeast China squaredancing, along with the lace covers people used to protect their furniture from dust, and also enamel bowls, cups and basins with intricate designs that were popular in China in the 1980s and 1990s.
"These seemingly rural elements are nostalgic items for Chinese seniors and are often featured in videos that young people watch today. People of all ages have different interpretations of 'rustic culture'," she said. "This artistic expression reflects a kind of ideological resonance among contemporary Chinese youth. It conveys this in a humorous way.
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