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Chinese fashion designer Momo Zhai, designs clothes that are interesting and playful. The art brand “YOUWEI for which she serves as the lead designer, has its flagship stores launched online, and offline in mainland China, and will soon begin its in-depth collaboration with renowned showrooms worldwide in 2019.

Momo Zhai has an art design background and she entered the Paris and New York fashion worlds as a buyer, developing the skill all by herself. With her unique design styles, sharp insights as a fashion buyer, and in-depth understanding of the audience, she built the distinctive brand YOUWEI, and successfully created the “playful concept” for fashion design in the Chinese fashion world.

A series of thematic works, such as “A Dream of Huangliang” (Huangliang Yi Meng), “Encouragement of playthings” (Wanwu Lizhi), and “Refined Rascal” (Siwen Bailei) all permeated the artist’s thoughts. Momo Zhai was called “A handsome girl, an interesting soul” by the media. Her works are dramatic, drawing inspiration from the busy and lost crowds of big cities, and integrating an abstract, deconstructive, inverted and playful language into a new fashion trend, displaying positive energy in her seemingly absurd and unconstrained designs.

Her works participated in the static presentations of Shanghai Fashion Week, New York Fashion Week, and Paris Fashion Week. Once launched, her works were loved by many celebrities and won a large number of fans. It conveyed the new generation Chinese designer to the world showcasing that Chinese popular style culture and Chinese fashion culture have undergone dramatic changes in artistic language.

Momo Zhai said, her designer career originated from her childhood experiences. Collecting industrial waste on the beach to “find treasure” was the greatest pleasure during her childhood. In the morning mist, a little wolfhound used to jump around and follow her, kicking up the wet and salty sand occasionally. MOMO found “treasures” from the rubbish dump quicker than others. In the evening, she crouched in the tent of the homeless and admired their collections, happiness was within reach.

Running her first multi-brand store in 2010, Momo Zhai’s business has been going smoothly. She has left her footprint in New York, Paris and Milan. With strong sensitivity towards fashion and intense passion for design, she wanted a fresh start. Just like the busy crowd in the modern era, she hopes to bring forth the new, through the old, constantly by going back to her childhood and she is keen to transfer the energy using her art works. In the meantime, she is thankful for her decade-long fashion buyer’s life, for it enables her to express her understandings of fashion with an artistic attitude and commercial sensitivity symbols.