Yitao Li is an experimentalist. Despite having only 2 collections under her belt, her creative career is extensive. Since working with Thom Browne and MONSE, she has now moved on to craft her own label, not limited to the traditional boundaries of fashion. Taottao caters to the childhood dreams that Yitao is only beginning to bring into her reality. We caught up with Yitao Li to learn about her creative process.
1. I just saw the 2025 collection, and it is really different. A mixture of casual and runway silhouettes with natural shapes found in nature. Tell us about the process of bringing this creation to life!
Yitao: Taottao has always been about adventure and playfulness. When it comes to the creative process, we like to think of it as a “toy lab”—where we make clothes like we’re making toys. We want to experience the simple joy of DIY, like when we were children, and let the process guide us. Sometimes, we get so caught up in a moment that we stop midway and realize the product is already better than we imagined. Unlike the FW25 collection, which was inspired by vintage cartoons, SS25 is a daydream of the beach and ocean—something I envisioned while working in the office. It’s a more relaxed vibe, experimenting with larger silhouettes, compared to the maximalism of FW25. Every season, we aim to surprise and not just extend what was done before. It’s all about bringing the "what ifs" to life.
2. Many young brands are establishing themselves in locations not necessarily considered fashion-forward. Do you have plans to relocate to a city like Paris or Milan? Or do you feel that isn’t necessary for where you want to take taottao?
Yitao: There are definitely pros and cons to having a studio in Shenzhen, which isn’t exactly known as a fashion capital, even in Asia. But for me, it’s a unique advantage. As a Chinese designer, I feel so lucky to work with such humble and hardworking people in my home country. When I was studying, I had a hard time finding opportunities in smaller cities, and now I want to help create opportunities and collaborations with fashion-forward people who are also based in cities that aren’t traditionally fashion capitals. I think there’s beauty in working outside the typical fashion hubs.
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3. In both of your collections so far, each piece is almost dominated by earth tones in the color selection. Where does this inspiration come from?
Yitao: The colors in my collections are subtle, yet colorful—earth tones that give the garments a quiet vibrancy. I wanted taottao to feel like a hidden gem. When you look at the pieces, they’re not screaming for attention, but the more you look at them, the more you discover the colorfulness and the “subtle loudness” of the statement pieces. The silhouettes are bold, so I didn’t want the colors to overpower the shapes.
4. I heard this is only your second collection and you hit the ground running. What are some of the challenges you face trying to establish yourself in the industry?
Yitao: The biggest challenge is trying to be an octopus when running the brand. While designing and developing is my favorite part, I only get to spend about 20% of my time on it because I’m also responsible for keeping the business stable. It’s a tough balance for young artists, trying to create art while managing the financial side. It can be overwhelming, especially in the beginning.
5. Do you have any plans of designing menswear in the future?
Yitao: I want taottao to be genderless, but right now, I don’t have the technical skills for menswear pattern development, as I handle all the pattern and sample development myself. However, I’d love to explore that possibility in the future.
6. Many young designers would love to walk in your shoes. What are the 2 most important things you can tell them to emulate your successes so far?
Yitao: The most important advice is to believe in yourself and have a clear, consistent vision. It’s a slow process, and sometimes it can take years for your vision to be fully realized.
7. Any final remarks?
Yitao: I think it’s crucial for young designers to find a partner who complements their skill gaps. As a creative, it’s incredibly helpful to have someone who can support you with the business side of things when you’re just starting out.
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I think it’s crucial for young designers to find a partner who complements their skill gaps.
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