welcome!
My page acts as a digital portfolio that showcases my products as well as my work at fashion school.
A love for powerlifting and the desire for my clothes to reflect my personality birthed my brand 'hoiyiu'. I create what I call 'happy' sportswear as my designs simultaneously prioritise functionality and emphasise girlhood. As well as starting a brand, I am also attending Jimmy Choo Academy in London where I am studying Design, Branding and Entrepreneurship. It is here in which I met two friends that would eventually become my colleagues as we are now owners of a company 'Girl Feast' which acts as an umbrella company for our brands to share resources.
About the Designer
Serena Lee is a British-born, Chinese designer passionate about creating worlds of colour and joy in her work. Often referencing things such as Sailor Moon and Dr. Slump in collections, Serena is very much a nostalgic. She takes great inspiration from her homelife as the blend of London and Hong Kong creates a beacon for joyful, ironic and happy designs to thrive.
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