Founded in 2017, Hangzhou based designer brand KILLWHY is led by head designer Songyin Lu. Lu (1993) received no formal fashion education, entering the trade at sixteen through vocational training in pattern-making and garment construction, then spending nine years as a menswear designer before founding the label. The name means exactly what it says: there is no why. In its place sits a single working principle, “PRODUCT IS THE PRODUCT ITSELF”, and a catalogue that holds to it. KILLWHY makes trousers, and almost nothing els

SIMPLE PROJECT’s SS26 collection takes a subtly different approach to its usual output. Within this collection, while maintaining a careful and established foundation, colour is no longer treated as the primary narrative but instead as a system of organisation and structure. Through tonal variation, with cut and construction held as constants, colour is introduced with precision, finding balance while quietly reflecting the shift in season.