STORY OF SOEY
SOEY is a contemporary Chinese fashion brand that uses design as a universal language to showcase the beauty of Chinese aesthetics to the world. The Chinese name "厢盈" (Xiāng Yíng) carries the meaning of "mutual affection, a graceful exchange," symbolizing the harmonious fusion of Eastern and Western cultures. In the context of globalized fashion, SOEY strives to break stereotypes, reinterpreting the elegance and strength of Chinese aesthetics through modern design. The brand transforms tradition from a mere memory of the past into a symbol of self-expression and effortless living.
The founder, Melody, lived abroad for over a decade, deeply influenced by the cultures of Australia and the UK. She completed her postgraduate studies at the London College of Fashion, University of the Arts London (UAL LCF). For Melody, fashion is not just about beauty but also a convergence of identity, culture, and ideas. Inspired by her mother, Melody dedicated herself to qipao design after her undergraduate studies, delving deeply into Chinese tailoring and intangible cultural heritage crafts. This experience made her realize that the innovation of traditional attire is not just about redesigning but also about building a bridge for cultural dialogue.
After her postgraduate studies, Melody founded SOEY, aiming to reinterpret the beauty of Chinese attire through a modern lens. She combines the essence of traditional Chinese aesthetics with Western fashion thinking, creating a unique style that is both contemporary and imbued with Eastern charm. At the core of SOEY's design philosophy is the concept of "New Chinese Style," integrating traditional elements into modern lifestyles. The brand ensures that its designs cater to various life scenarios, offering pieces that are both aesthetically pleasing and practical. Beyond clothing, SOEY plans to expand into furniture, pet accessories, and other lifestyle products, making Eastern aesthetics an integral part of everyday life.
Melody firmly believes that fashion should not be limited to clothing but should represent an attitude and a way of life. The brand uses classic Chinese fabrics such as silk, Song brocade, and hand embroidery, preserving the essence of traditional craftsmanship while adapting to the lifestyles of contemporary youth. From the initial design sketches, SOEY categorizes its garments into different series, carefully selecting materials and production techniques to suit specific occasions. Whether it's elegant attire for formal events, comfortable outfits for daily commutes, or relaxed choices for leisure time, each piece is thoughtfully crafted to excel in its intended setting.
At SOEY, every garment is a conversation about culture, history, and the future.
Timeless elegance, woven with tradition.
SOEY, together with you, to experience the beauty of the Orient.
品牌主理人Melody在海外生活超过十年，深受澳大利亚与英国文化的熏陶，并在 伦敦艺术大学伦敦时尚学院（UAL LCF） 完成研究生学业。她的时尚理念不仅仅是美的呈现，更是身份、文化与思想的交汇。受到母亲的影响，Melody在本科毕业后投身旗袍设计，对中式剪裁与非遗工艺有着深入研究。这段经历让她意识到，传统服饰的革新不仅是设计的再造，更是文化对话的桥梁。
研究生毕业后，Melody创立了 SOEY，以现代视角重新诠释中国服饰之美，致力于将中国传统美学的精髓与西方时尚思维相结合，打造既现代又富有东方韵味的独特风格。SOEY 以“新中式”为设计理念核心，将传统元素融入当代生活方式，并让设计思维贯穿现代人不同的生活场景，打造既符合当代审美，又兼具实用性的作品。不仅仅是服饰，SOEY 未来还将拓展至家具、宠物用品及更多生活领域，让东方美学不仅仅停留在衣橱，更成为日常生活的一部分。
主理人Melody深信，时尚不应只是服装，而是一种人生态度，一种生活方式。品牌选用 丝绸、宋锦、手工刺绣等经典中式面料，在传承手工艺精髓的同时，结合当代年轻人的生活习惯，打造方便生活的剪裁，让传统美学在现代语境中焕发新的活力。从设计稿开始，SOEY就将服装划分为不同的系列，从使用场景出发，精准匹配适合的材料与制作工艺。无论是正式场合的典雅服饰，日常通勤的舒适穿搭，还是休闲时光的自在选择，每一件作品都经过精心考量，确保在合适的场景中发挥最佳表现。
在SOEY，每一件衣服都是一场关于文化、历史与未来的对话。
历久弥新的优雅，与传统共织。
SOEY，邀您一起，感受东方。