After leaving Aotearoa at 17 to study and build her career in London and New York, Claudia Li launched her eponymous label in 2015 and became a New York Fashion Week regular.
By 2022, she stepped back to rethink the fast-paced fashion cycle, focusing on slower, more intentional design.
Now, marking her brand’s 10th anniversary, Claudia returns to New Zealand Fashion Week 2025 with a new collection – crafted with care, sustainability, and authenticity. In this op-ed, she shares her journey of burnout and renewal, reflecting on the importance of slowing down and embracing a more meaningful, sustainable approach to fashion.
I left Aotearoa when I was 17 — not with a specific life plan, but by following what felt right. That path took me to Central Saint Martins in London, and then to New York, where I completed my MFA at Parsons. I spent a few years working in the industry between New York and London before launching my namesake label in 2015 and becoming part of New York Fashion Week’s official schedule.
By 2022, I felt burnt out. I needed to pause. I began to question the pace we’re expected to keep — not just for myself, but across the industry. The constant output — driven more by timelines than by meaning — not only contributes to unnecessary waste but also dilutes the creative process. When everything is urgent, nothing has time to be thoughtful. There had to be another way. A slower, more intentional rhythm that felt emotionally, creatively, and environmentally sustainable.
So, I stepped away from the fashion week cycle to take care of myself — to tend to my mental health, to reflect, and to reimagine how I wanted to approach both my brand and the act of designing itself. Over the past few years, I’ve been quietly working on a new collection — designing at a slower, more instinctive pace, with greater intention.
This reboot of NZFW arrived at the perfect moment — I’m ready to show again, but not to the old rhythm that once exhausted me. Instead, it feels aligned with where I am now. It wasn’t a calculated decision; like most things in my life, it was intuitive — a sense of right place, right time.
This year also marks the 10th anniversary of my brand: a decade of growth, reflection, and quietly building a label that feels authentic to me. These two milestones coming together make sharing my new collection here, at home, feel deeply significant.
What excites me most about New Zealand fashion right now is its vibrant diversity and the new wave of designers and brands. There’s a genuine commitment — in how garments are made, sourced, and presented — that runs deeper than surface-level shifts. This intentional approach honours the work, the environment, and the people behind it all.
There’s care in how things are crafted, how they’re sourced, and how we speak to the world through fashion. Sustainability goes beyond the surface — it’s baked into the creative process, the collaborations we choose, and how we define success. It feels grounded, personal, and intentional. It’s not about chasing trends; it’s about building something that lasts, something that matters.
NZFW is evolving alongside these creative voices — bringing together designers, makers, and artists who are shaping the future of fashion here. It’s a platform that not only highlights talent but also builds meaningful connections and community in ways that feel essential.
There’s something truly special happening here — and it feels good to be part of it.