"AS USUAL, for the independent woman with a sense of humour.”
Throwing your whole life upside down and diving fearlessly into new adventures is what the Chinese fashion label AS USUAL encapsulates. Founder Ruxin Deng left her life in banking behind to pursue her childhood dream of launching her own fashion brand. “I was previously working as a banker and my future became crystal-clear, I realised I no longer wanted to live this predictable lifestyle and decided to quit, follow my mojo and start AS USUAL,” says Founder Ruxin Deng.
The label focuses on timeless garments that provide the wearer with the confidence they need and carries an equally inspiring message: “seek balance in life, look at your true inner self and find peace with it, in order to find this peace we need to balance our exterior and interior self. Visual designs are very important but the philosophy behind the creation relates to a greater understanding of the world,” explains Ruxin Deng.
"Milan Fashion Week was just a start, it was great to see how the industry reacted and it gave me the passion to move forward and expand to the overseas markets. It was only until one of my friends recommended the platform Fashion Crossover London that I took the opportunity and started to expand our business overseas."