Cynthia Mak, born in Hong Kong, and Xiao Xiao, born in Beijing, established their brand, that combines bold graphic style and simple modernity, in 2014, after studying at Central Saint Martins. About this capsule collection they say: “‘The happiness hunt’ collection is inspired by our childhood love and memory of ‘Where’s Wally?’. Taking the distinctive red and white stripe outfit as the color theme, and creating hidden tone-on-tone embroideries within the stripes to create a collection that also reflects on our brand identify of ‘bold basics’”. Founded by designer Huyi, YI consists of design brand YI and haute couture workshop 17 studio. The mission of the brand is to bring purity into fashion and life and to let everyone find their own clothing in the collection through customization, that conveys the connection between the designer and the customers. 2015 has been a big year for YI, with the opening of a store in Bund street, Shanghai and of a haute couture boutique in Beijing.