A CONVERSATION WITH WWD
Tracing the roots of AWAYLEE to its evolution, Creative Director Sue Ann San shares her thoughts and visions for the new AWAYLEE
Q: AWAYLEE has been around for ten years now, starting with that innocent romance and now focusing more on the inner strength of women. With so many designer brands going through transitions, how do you think about balancing keeping your core identity while still evolving?
A: AWAYLEE was founded on the pillars of heritage and spirit. Wei Li expressed that through an innocent romance soft, dreamy, like a flower in first bloom. A brand’s identity, like a person’s, must evolve to remain authentic, that spirit retained its essence but matured. The same flower now with the context of time carrying strength, independence, and quiet resilience. Through our emblem, the plum blossom, a symbol of perseverance and renewal showcases feminine power as not fragile; but enduring, adapting, and transforming. AWAYLEE’s evolution honors Wei Li’s original vision of Chinese craftsmanship while reinterpreting traditional techniques through a contemporary lens. Our philosophy is simple: strength and softness are not contradictions they are companions. This understanding doesn’t represent a departure from our roots; it’s a maturation that reflects the journey of the women we dress.
Q: What kind of emotional experience do you hope people have when they wear AWAYLEE?
A: My goal is that when someone wears AWAYLEE they feel a clarity, a quiet confidence that arises when person’s inner world and outward expression are in harmony. Clothing is one of the most intimate art forms because it lives on the body; it holds memory, movement, and emotion. To me, design is never static — it’s a dialogue between creator and owner, between art and life. AWAYLEE aims to create pieces that become part of a person’s narrative, even part of their legacy.
Q: If you could open your dream AWAYLEE flagship store anywhere, where would it be? How would you design the space to really bring the brand's story and aesthetic to life?
A: My dream AWAYLEE flagship would be a historic Shanghai lane house—a shikumen that bridges East and West, tradition and modernity, much like the brands philosophy. Ideally in the former French Concession, where the architecture itself tells stories of transformation and endurance.
Imagine entering through a traditional doorway into a space that feels more like a home than a store. At the heart would be a serene indoor courtyard integrated into the living area, the soul of the space. In the center, a tree reaching toward natural light, symbolizing AWAYLEE’s deep connection to nature and renewal. Soft furnishings, tea service, and diffused light would invite visitors to sit, to linger, creating an atmosphere of openness and genuine comfort.
Each room would offer a different experience: a private salon for one-on-one appointments, an atelier where visitors can observe our artisans at work, and a dedicated tea room for unhurried conversation. The entire space would feel residential and intimate, inviting guests to slow down. The act of choosing a garment would become a meditative experience, a moment of connection where time can slow down and true beauty can be appreciated. The third floor would be a rotating gallery space for artists and collaborators of the brand.
More than a store, it would be a home, a place where commerce feels secondary to connection. A place where our clients, who navigate demanding, accelerated lives, can step out of time for a moment and reconnect with what matters: beauty, meaning, craftsmanship, and self.
Q: Your fashion shows create such immersive experiences. From your perspective, how do you balance making a strong artistic statement with ensuring the commercial success of the ready-to-wear collection that follows?
A: Runway shows are a chance to dream—it's a moment to push creative boundaries and immerse viewers. A successful show leaves a lasting impression that resonates long after the lights dim, inspiring viewers to reimagine possibility. Every look shown is imbued with layers of meaning, emotional value and through the lense of wearable luxury. I see no contradiction between art and commerce; when a show touches people emotionally, the collection’s desirability follows naturally. Creativity and commerce can coexist beautifully when emotion becomes value.
Q: Looking back at these ten years, what's the next big boundary you want to push for AWAYLEE? And from your experience, what would you say are the biggest challenges and opportunities facing Chinese independent designers right now?
A: As AWAYLEE enters its next decade, my goal is to redefine what Chinese luxury can mean not just as a label of origin, but as a symbol of artistry, innovation and excellence. I’m deeply interested in the intersection between heritage and technology using innovation as a way to preserve and evolve craftsmanship. We’re collaborating with masters of traditional Chinese arts while exploring how modern techniques can enhance functionality and sustainability without diminishing beauty.
China provides an incredibly rich tapestry of cultural heritage to draw from supported by the power of its manufacturing industry. We are not bound by established luxury systems. This freedom allows us to build our own authentic artistic language, one defined by craft, culture, and authority.