MFWSS26: LOOLAYY presents “Purple Intent Condensing Chapter”.

A contemporary tribute to China’s millennia-old tradition on the Milan runway.

On the occasion of its international debut on the prestigious stage of Palazzo Visconti in Milan, the brand LOOLAYY unveils its new collection “Purple Intent Condensing Chapter”, a creative project that blends the timeless elegance of the Forbidden City with the tailored innovation of contemporary fashion.

Inspired by imperial architecture, cultural symbolism, and the profound spirituality of Chinese tradition, the collection offers a journey through past and future, roots and reinvention.

Purple, a color symbolic of royalty and sacredness, leads a refined palette that recalls glazed roof tiles, imperial walls, and the majestic aura of dynastic palaces.

Each piece is a visual narrative: the architectural lines of imperial palaces are reinterpreted into elegant, structured tailoring, while traditional artisanal techniques such as embroidery and silk weaving are merged with modern materials and technologies, creating a harmonious balance between rigidity and softness, heritage and modernity.

“With this collection, we aim not only to honor our cultural heritage but also to express a new vision of China through fashion. Our debut in Milan is more than just a runway moment, it is a cultural statement: bringing the tradition of Huaxia to the world through a language that is accessible, sophisticated, and deeply rooted in identity. This chapter celebrates symbolic beauty, artisanal refinement, and the innovative strength of our time,” says the LOOLAYY creative team.

“Purple Intent Condensing Chapter” marks the beginning of a new dialogue between heritage and avant-garde, where each garment becomes a bearer of meaning, memory, and emotion.

The collection is the result of years of research, passion, and vision: a tribute to history, but also a manifesto of renewal. It is fashion that speaks, culture that dresses, identity that evolves.