YUEQI QI Explores the Feline Within Through Their AW25 Collection. Amidst rising geopolitical tensions, YUEQI QI examines performance and truth, showcasing self-expression through their designs and the multifaceted nature of identity.
On the 14th of March 2025, the eponymous brand YUEQI QI presented its AW25 collection titled PERSONA, an exploration of the fluid nature of identity. The brand uniquely conveys this message of the multifaceted nature of one’s identity through feline symbols and motifs woven into its pieces. These symbols appear throughout the collection, from accessories such as cat ear headbands and headpieces to makeup featuring a sharp cat-eye and cat motifs embedded in the garments—exploring the intersection between the female and the feline.
The collection captures the eclectic essence of the brand, offering an edgy aesthetic with an underlying sense of playfulness. Grunge undertones emerge through darker shades such as black, reinforcing the collection’s mood. One standout piece features a black dress adorned with intricate fringe details that create dynamic movement, mimicking the fluidity of a cat’s motion and evoking a sense of gothic romance. The presence of up-cycled leather further enhances the collection’s edginess, yet this is effortlessly juxtaposed with pops of neon green and vibrant blues. More relaxed silhouettes, such as a zip-up hoodie, introduce a streetwear element, creating a sense of duality that contributes to the brand’s distinctive identity. Although the collection presents a diverse range of silhouettes and styles, a cohesive narrative threads through each look—one of self-expression, seamlessly blending textures and intricate details.
In contrast, some looks embrace a more romantic aesthetic, illustrating the multifaceted nature of self-expression and the complexity of human identity. One particular look features a Victorian-inspired silhouette with a bow tied at the neck and the presence of laser-cut lace, yet it maintains an edge with a black skirt that adds contrast and depth. Another look reinterprets the bubble skirt, juxtaposing it with an edgier take.
Ultimately, this collection explores different facets of what it means to be human—the tension between control, release, and instinct. Some looks were more controlled, shown through the muted palettes and minimal layering, while others fully embrace experimentation with deconstructed designs, such as a woven lace outer layer with flowing fringe, worn over a corset-like top with lace detailing. Performance and truth are examined in a hyper-normalized world with geopolitical tensions rising, and this collection feels like an unraveling of that truth. There is a strong sense of self-expression and reclamation throughout—acknowledging that everyone has different sides to themselves and that human identity is layered.
The collection also features beaded AirPods Max, merging technology with design and turning function into a statement—aligning with the collection’s theme of juxtaposition. The footwear for this collection is from YUEQI QI x UGG GoldenRise, which features modular boots that convert into sandals, that are set to launch in April 2025.
A particularly commendable aspect of this collection is its meticulous attention to detail, evident in the intricately placed beading and embroidery—a signature of YUEQI QI. These embellishments appear throughout the collection, providing a refined finishing touch to each piece. Another recurring signature is the “Love” motif, adding a distinct identity to the brand’s designs. In terms of technical design, YUEQI QI prioritizes sustainability by using eco-friendly Alcantara fabric—an especially relevant choice in a time when environmental consciousness is a key focus in fashion. While many brands continue to use animal leather, YUEQI QI incorporates up-cycled leather, reinforcing its commitment to responsible design.
YUEQI QI reflects on the state of the world, the tension between performance and truth, and the reclaiming of identity in an era where many voices are silenced. This collection serves as a reminder that humans are layered beings—constantly evolving, expressive, and deeply connected to nature. (Text Emily Naima)