Introduction to Lii

Lii, a New York-based brand, has quickly become a favorite in the industry since its start in 2023. The brand has gained support from stylists, photographers, editors, and magazines, with sample inquiries submitted quickly for magazine shootings. Thanks to Stylist Danielle Goldberg, the brand has worked with famous faces, including Greta Lee and Ayo Edebiri.

Rise to Fame

Despite its popularity within the close-meshed fashion world, Lii remains relatively unknown outside of it. The 24-year-old designer, Zane Li, acknowledges this, stating that the public is not familiar with the brand, but it has received significant support from industry professionals. Li believes that this support will eventually lead to greater recognition.

Upcoming Runway Show

Li hopes that the brand’s first runway show, held on Tuesday, will change this fact. The show will present the clothing in motion, allowing a larger audience to experience the brand. With only about 100 guests, the event will be intimate, reflecting the ethos of Lii.

Brand Rollout

Lii’s brand rollout has been carefully curated. The brand was initially available by appointment only in 2024, with the second collection featured on fashion runways. The autumn/winter 2025 collection was exclusively available on Ssense, and the clothing has been presented in magazines such as W and Harper’s Bazaar. This approach is distinct from the typical viral stunts and Instagram-friendly aesthetics often used by other brands.

Expansion and Growth

Lii is now taking its brand to the next level. The brand has partnered with Clothes Agency, which works with brands like Wales Bonner and Courrèges, and has been featured in the CFDA calendar for the first time. Regional exclusive businesses have been established in different regions, including France, Italy, and Japan. New dealers, such as Joyce and Seoul’s Amomento from Hong Kong, have also been added for the SS26 collection. Sales have increased five times, indicating significant growth for the brand.

Beyond Clothing

With the runway show, Lii will expand its world beyond clothing. Li is focused on creating an immersive experience, considering factors such as music, model movement, and the juxtaposition of textures and fabrics with the surroundings. The show will showcase the brand’s attention to detail and commitment to creating a unique experience for the audience.