A CONVERSATION WITH VOGUE
When VOGUE China led a conversation with Creative Director Sue Ann San ahead of Shanghai Fashion Week, San revealed the heart of AWAYLEE’s new chapter and traced its evolving identity, its reverence for heritage, and the spiritual thread guiding The Butterfly Dream, SS26.
Q: Could you introduce the AWAYLEE brand to us?
A: AWAYLEE is born from a personal journey of rediscovering and bridging Eastern and Western cultures. The brand is a living tribute to Chinese heritage, reinterpreting traditional techniques not as historical artifacts, but as modern heirlooms. We aim to create pieces that embody lasting value, artistry, and a cultural legacy that can be passed down through generations. Inspiration for the collection comes first from Zhuangzi's Butterfly Dream. The lines between reality, dreams, subconscious have always fascinated me since I was a child and throughout my whole life I have always pursued a fundamental need for freedom. The Butterfly Dream represents this freedom — between culture, past and future, dream and reality. It reminds me that identity is fluid, and in that space of uncertainty, something truly unique can come to life.
Q: From the perspectives of craftsmanship and style, which signature brand elements are continued in the new season's collection, and what new attempts or breakthroughs have been made?
A: I want to treat Chinese heritage not as history, but as a living material to reinvent. The main focus each season is the reinterpretation of heritage techniques. Our first collection, real pearls were applied in an intricate hand done technique to express the symbols of the carp and the plum blossom and we explored bespoke metallurgy. I want to showcase on a global level the artistry of these techniques and the excellence of Chinese manufacturing… and focus on development of material innovations specifically around silk and cashmere supply chains processed exclusively within China.
Q: Which look from the new collection is your favorite?
A: My favorite look is a silk gown where a butterfly’s dream takes flight in beads. We used a fluid silk cut on the bias with a delicate, hand-beaded butterfly dream sequence motif on the bodice. It embodies the essence of the collection and the level of detail in the beading is a testament to the immense skill of our artisans. It’s a physical manifestation of AWAYLEE’s philosophy realised, showcasing our pieces as a collectible artifact.
Q: The runway show is the first stage for the clothing. How do you use space, music, and installations to create an atmosphere that allows the audience to immerse themselves in understanding this season's story?
A: I want the runway to feel like stepping into a dream where past, present, and future exist at once. When a person enters the space I want them to feel a strong connection with their senses…a visual, audio, olfactory immersive experience.
Q: Regarding "Boundary-Breaking," in which areas do you think the brand still has potential to expand its boundaries?
A: AWAYLEE isn’t just a Chinese brand — it’s a laboratory for culture, technology, and fashion as art. For me, boundary-breaking means expanding culture, technology, and supply chains — not just to make clothes, but to reimagine how we create, share, and experience fashion as art within China and on a global level.
Q: Regarding "Boundary-Breaking," in which areas do you think the brand still has potential to expand its boundaries?
A: AWAYLEE isn’t just a Chinese brand — it’s a laboratory for culture, technology, and fashion as art. For me, boundary-breaking means expanding culture, technology, and supply chains — not just to make clothes, but to reimagine how we create, share, and experience fashion as art within China and on a global level.
Q: Regarding "Redefinition," what should your ideal brand image or identity look like?
A: Chinese luxury shouldn’t be a label of origin — it should be a symbol of artistry and innovation that resonates globally. My vision is for AWAYLEE to be a vanguard Chinese luxury house that merges AI-driven design with handcrafted heritage. We are not just pushing boundaries; we are creating a new form of personalized luxury. For example, a future collection could use a client's biometric data to inform a bespoke silhouette, ensuring a perfect, unique fit that is exclusively theirs. This is about creating a truly intimate connection between the client, the art, and the technology."
Q: For young designers today who are full of talent but also face immense
pressure, what is the most core piece of advice you would give them?
A: If you want to stand out, don’t be afraid to stand alone.