Loolayy Spring Summer 2026 “Inheriting Love Through Tradition”. Story by RUNWAY MAGAZINE. Photo Courtesy: Loolayy.
In the baroque halls of Palazzo Visconti, a new name rose on the international fashion stage: Loolayy. For its Milan debut, the brand unveiled “Purple Intent Condensing Chapter”, a collection that bridges centuries of cultural memory with the sharp lines of contemporary couture.
At its heart lies a philosophical proposition: fashion as a living archive. Purple—long associated with royalty, sacredness, and the Forbidden City—set the tone of the collection, a palette echoing glazed roof tiles, imperial walls, and the resonance of dynastic heritage. Structured tailoring evoked the architecture of palaces; delicate embroidery and lustrous silks carried the weight of artisanal tradition. Yet the silhouettes were not locked in history—they breathed modernity, reimagined through technological innovation and couture precision.
The centerpiece peacock gown, radiant in its symbolism, stood as both spectacle and metaphor: a creature of majesty, freedom, and beauty, rendered in the codes of Chinese silk artistry. It embodied the collection’s dialogue between grandeur and fluidity, past and present.
“We aim not only to honor our cultural heritage but also to express a new vision of China through fashion,” noted the Loolayy creative team. “Our debut in Milan is more than just a runway moment, it is a cultural statement—bringing the tradition of Huaxia to the world through a language that is accessible, sophisticated, and deeply rooted in identity.”
The brand, officially launched in 2022 by Shangze International, is rooted in the ceremonial traditions of Han Chinese weddings, particularly the Six Rites. These rituals—gifts, blessings, invitations, betrothal exchanges, and the bride’s formal welcome—form the symbolic DNA of Loolayy, inspiring designs that connect heritage to the emotional landscape of modern women.
In just a few years, Loolayy has emerged as a rising force, appearing on the stages of China International Fashion Week and Paris Sino-French Fashion Week. Its Milan debut now confirms its trajectory as a global player—a voice intent on “inheriting culture, innovating fashion.”
More than garments, these are vessels of memory and renewal. At Palazzo Visconti, Loolayy did not simply show a collection. It offered a cultural dialogue: history reframed, identity evolved, and love inherited through tradition.
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