Born in New Zealand, raised between Singapore and New Zealand designer Claudia Li, established her namesake brand in New York in 2015. Rooted in concepts of comfort and innovative fabrics, Claudia Li ‘s spring 2022 sends a messages of carefree elegance where whimsy and sporty meet artfully to create uniquely wearable looks.
Following the release of her spring 2022 campaign, we had an email exchange with Li about the inspiration behind her spring line as well as the changes she believes need to take place in the fashion industry in order for it to progress in a more responsible manner.
Enjoy our exchange below, images courtesy of Claudia Li by Morganne Boulden.
SNOBETTE: Your aesthetic as a fashion label has consistently involved the use of bright colors, which exude a sense of joy and freedom. What does rule breaking or rebellion in fashion look like for you?
CLAUDIA LI: “The starting point of the collection was ‘We were once all superheroes.’ As adults, we tend to not have too much fun, most of us have lost the courage to venture towards things that are supposed to be exciting and adventurous because of responsibilities and stresses of life. I went to a Christian girls school, but I never really followed the rules. I always got into trouble, but somehow, I didn’t care at all about the consequences, because at that time everything was awesome and amusing. I just followed my instincts. Climbing trees, rolling down the hills on a skateboard.”
“To me fashion in a way is very similar; we tend to focus on what’s next, what will sell what will not, and that usually ends up being very restrictive and limiting. This collection is about remembering your instincts as a kid, following your gut, focusing on the present and not worrying so much about the results where most of the time, the outcomes will surprise us in a positive way.”
SNOBETTE : Most of your looks tend to be styled with chunky heels as opposed to more traditional high heels. In your opinion, will high heels eventually go out of style?
CLAUDIA LI: “I don’t think so. I’m a shoe addict myself. I think it really depends on the season. This collection we used mostly platforms because of the direction of styling, but I’m not opposed to a pair of stilettos once in a while.”
SNOBETTE: In an interview with Denizen this past June, you talked about the need for adjustments in the way you do business. What are some of the changes you would like to see in the fashion industry overall?
CLAUDIA LI: “The biggest thing I have a problem with is how much waste we produce as an industry. It’s just filled with the unnecessary. The industry was built on a concept that programs us to make more and more and more, always more, next, faster. And when you look at how much waste there is already, not only is there too much material waste, but also too much waste of creativity, of time and thoughts being put into everything we create. The old ways didn’t work for us and won’t work in this new environment.”
SNOBETTE: As we move into 2022, what are three things you are looking forward to?
CLAUDIA LI: “Travelling, seeing all my friends as I am back in New Zealand at the moment, and Rihanna’s new album. “