Hui,a Chinese brand founded in 2009 by Hui Zhou Zhao, is increasingly linked to Italy, where it had first paraded in 2015 as an ambassador of Cantonese style thanks to a project promoted by the National Chamber of Italian Fashion. The fashion house then returned to present its collections during Milan Fashion Week in 2018 and has since been among the names on the official calendar of the women's edition of the event. "We will present the spring/summer 2024 collection in September. Italy and Milan are very important to us, and it is in the Lombard capital that we would like to open in 2024 a concept store containing all our proposals, perhaps in the Brera district; a special store where Chinese culture meets Western culture," the manager told Pambianconews. The common thread with Italy has also developed thanks to minority partner Rosaria Rattin. The brand has 30 monobrand stores in China while in Italy it is distributed in ten multibrand stores and has two shop-in-shops, one in Venice, at the La Coupole boutique, and the other in Palermo, on Via della Libertà. Italy represents the second market, after the domestic one, followed by the United States and Russia, where Hui debuted in conjunction with the fall/winter 2023-24 collection.
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