Five years of flowing light — now, Rui sets sail once more as RUIbuilt.
From Rui Zhou to RUIbuilt, from “I” to “we,” the brand evolves, deepening its practice of creation as a collective act of healing. The act to RUIbuilt is an encouragement to explore and reestablish the relationship between skin and fabric – between entity and boundary.
Since the brand’s inception in 2019, Rui has consistently revolved around the idea of “in-between.” With a new moniker, they continue to explore the resilience, authenticity, and softness of the body, like a second skin that outlines the fragile interplay of tension and restraint
– with a re-shifted focus on the inclusive nature of this experience.
In the swaying motion, the boundary between garment and body is captured.
The RUIbuilt FW25 collection is a dialogue about wrapping and revealing, breaking and mending, separation and connection.
We met the founder and creative director Rui Zhou in Paris during the presentation which saw Kominato Yotsuha as protagonist of a surprising performance
According to you, what’s fashion today?
For me fashion is a way for showing how I see the world.
And what’s RUIbuIlt? Why did you decide to create your own brand?
My brand used to be called Rui Zhou but I changed my name at the beginning of this year and it’s RUI now.
RUIbuIlt is the expression of rebuild. You can rebuild your body, your perspective, your gender, you can rebuild everything.
It’s very openminded and we try to hug the possibilities and to celebrate people themselves.
And we have the logo called “Love what makes you, you” through which we want to ask people to enjoy life, every moment.
Can you tell us something about the FW25 collection you’re presenting at PFW?
This season is about the edge of touch.
We also decided to introduce different fabrics used in different ways, like the leather.
Of course we continue with the denim pieces with some new elements in, like the ribbons, beads and shells.
I think shells (and oysters and pearls) are deeply connected with the feminine energy, with pregnancy, with the power of nature.
Ribbons are very soft and glurry but at the same time the use of leather and shells is giving a general sense of straight and power to the collection.
Do you have any favorite pieces from the collection? Which one is the most representative?
This season we upgraded some techniques from our signature pieces.
We changed some details into the rebon, it can be opened or you can take it out: you can play with it.
These are playful details, fun ones.
As I mentioned, we introduced leather for the first time and we received a good feedback from the buyers that is nice and we’re thinking to develop new materials in the future.
How did you decide to collaborate with Kominato Yotsuha for the performance that introduces the collection?
She’s really interesting and inspiring.
She’s working as pornostar in Japan, she’s very popular, she only speaks Japanese and it’s the first time she’s in Paris for PFW. She’s super fresh.
Her personality looks cute, lovely and sweet and I wanted to put the accent on the contrast between her job and her personal life.
That’s why we decided to make this performance.
It’s s “girl daily life” and we just asked her to be herself.
After people understanding her career they’re feeling more proactive.
It’s a good way to know your body and to understand.
At the end of each performance we ask her to draw her body and it’s a reminder, a way to tell people: “love your body, be yourself.”
Last but not least, a letter to your future self.
Love what it makes you became you.
Thank you!
