PUBLISHED : Sunday, 10 October, 2010, 12:00am
UPDATED : Sunday, 10 October, 2010, 12:00am

Who started it? Joseph Li grew up in Hong Kong and Canada. He started his fashion career as a stylist working at publications such as the South China Morning Post before dabbling in design at the age of 23. Despite his lack of formal fashion training, he launched an eponymous label in 1999 and it was picked up by retailers such as Neiman Marcus and Bergdorf Goodman. After five seasons, in 2002, Li moved to Paris, France, where he undertook an internship at fashion house Lanvin. During this time he enrolled in a fashion course at Studio Bercot, and followed that with a master's programme at London's Central Saint Martins College of Art & Design in 2003. In 2005, he moved back to Hong Kong and worked on several projects that won him the title of Asian designer of the year at the China Fashion Awards. In 2007, he joined Shanghai Tang as the chief designer of womenswear. He left the label this year to launch his line under a new name, Lijoseph.

Why we love it: Li's pieces are modern and wearable but have a chic, couture vibe. For his first collection, he's used rich, textured fabrics including tulle and silk gazar, which he's moulded into structured yet minimalist pieces. Some are inspired by Spanish matadors, as seen in the high-waisted trousers and blouses with voluminous sleeves. Embellishments such as black chains, wool tufts, studs and mesh add a couture-like finish. The palette is dominated by neutrals, black, white and nude.

What we'd pick: the cool but chic Crystal Band dress (left; HK$22,500) made from silk organza and tulle and embellished with crystal rings and eyelets. For a Parisian look, try the V-neck jersey bodysuit (HK$7,900) worn with the cropped ribbon vest (HK$11,000) and high-waisted trousers (HK$7,700; all far left).

Where can you get it? Lijoseph is available exclusively at Joyce, 16 Queen's Road Central, tel: 2810 1120.