“I’ve always disliked living by the rules,” says designer Wilson Choi, whose Hong Kong-based label Redemptive embodies the spirit of rebellious younger generations through contemporary pieces with a unique edge.
Established in 2018, the women’s- and menswear brand aligns with Choi’s vision that fashion can be a powerful force for social change – he likens his role as a designer to a that of storyteller. “I hope each piece I create can provoke meaningful conversations and raise awareness of social issues. My design inspiration comes from real-life experiences, whether it’s youth culture, social movements or the nuances of everyday life. I strive to express these elements in each season’s collections.”
Choi was inspired to strike out on his own after living and working abroad. After studying for a BA in Fashion Design at Nottingham Trent University, he moved to Germany where he landed a design role at a fashion brand but found his ideas were restricted when working for someone else.
Indeed, thanks to his mastery of techniques such as laser cutting and 3D printing, he was named a finalist for the YU PRIZE Creative Award during Shanghai Fashion Week, where he was the only Hong Kong representative. His designs have been featured in publications such as Vogue, WWD, Hypebeast, Time Out and more.
Choi recently tried his hand at concert costume design, working with the likes of Mirror’s Ian Chan and Jay Fung. He has his sights set on increasing his brand’s international visibility, especially in Europe, where he has ambitions to show at Paris Fashion Week.
A motto he lives by? “I believe that as long as you persist, there’ll always be someone who recognises and appreciates your brilliance.”
(Prestige Hong Kong)
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