XU ZHI is an independent young designer brand based in London. After gaining academic experience at Central Saint Martins, the founder and designer, Xuzhi Chen, worked in a number of emerging designers' studios including Craig Green and J.W. Anderson. Within a year of establishment, Xu Zhi was selected as a semi finalist of H&M Design Award in October 2015. In the following year, Xu Zhi was shortlisted for LVMH PRIZE 2016 and International Woolmark Prize 2016/17. XU ZHI aims to create a timeless brand that relies on subtle beauty, craftsmanship and poetic sentiment, disregarding trends and redefining luxury. A brand that ultimately creates an intimate unique world where surrounds the women Xu Zhi designs for. Sentiment is the narrative that flows through each season, tying everything together with an underlying story. Along with this, times and works involved in the creation of each garment defines their values, thereby challenging and updating the concept of modern luxury. XU ZHI designs for an optimistic, poetic and independent woman. The details put into the garments reflects a focused, open-minded personality, woman who appreciates beauty and talent as such. My “muse” is human, therefore flawed, but is also fully aware of her strengths and always strives to improve and learn. She is modern, independent and shies away from trends and fads, developing her own individuality by surrounding herself with meaningful, unique objects that satisfy her aesthetic. An ideal woman and brand ethos are thus strongly interconnected and dependent.