Chinese designer brand embraces cultural roots, redefines Eastern aesthetics
By He Qi in Shanghai |
chinadaily.com.cn |
Updated: 2025-10-20 14:17
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From "clarity inwords" to "resonant perception"
"When talking about TUYUE's biggest transformation this year, founder and designer Yang Yingying put it directly and honestly: "Since last year, I've felt language isn't that important; resonant perception matters more." This shift is not a marketing maneuver but a natural evolution in how she believes brands should connect with audiences.
From its early slogan "reject unthinking happiness and stay awake", to the 2018 proposition "growing always" that focused on accompanying the audience, and now to the current "perceptual resonance without relying on language", TUYUE's philosophy has consistently reflected Yang's evolving worldview.
