IIOIKOO celebrates individual style, creativity and innovation in subcultures and street styles rather than haute couture. Designer Leo graduated from Xi’an University in 2007 with a degree in Fashion Design, and has always been quick to catch the latest trends in seasonal colours. Formerly Chief Designer at Naivee in Shanghai, in 2010 he studied in London, and helped run the independent label THE PA, before taking charge of IIOIKOO. Leo’s work clearly reflects the extent of his imagination as one piece can be very chic but another deconstructed, making IIOIKOO a brand that targets minimalism from start to finish, as well as challenging the status quo. Appearing outwardly superficial and frivolous, this image does not do justice to one of the most versatile and creative collections we have seen, complete with graphics and the occasional cartoon character.