Matt Hui's SS27 “Live to the Fullest” Collection Reimagines the Uniforms of Childhood
School attire, PE kits and scout uniforms become the foundation for a collection balancing structured tailoring with youthful spontaneity.
Summary
Matt Hui's SS27 “Live to the Fullest” collection explores childhood nostalgia, freedom and self-discovery.
School uniforms, scout attire and workwear inspire reconstructed tailoring, delicate knitwear and floral embellishments.
A dreamlike campaign explores identity through playful contrasts between reality and illusion.
What if growing up didn’t mean leaving behind the freedom and fearlessness of childhood? Hong Kong-based designer Matt Hui explores this question through his Spring/Summer 2027 collection, “Live to the Fullest,” a nostalgic yet forward-looking study of identity, self-expression and the possibilities of rediscovering one’s younger self.
Following his debut collection, which drew from old family photographs and childhood drawings, Hui continues his introspective approach by revisiting the uniforms and everyday clothing that shaped his formative years. School uniforms, physical education kits, scout attire, workwear and even pajamas become the starting points for a wardrobe that challenges the boundaries between discipline and individuality. Hui reinterprets these underlying codes through unexpected proportions, softened tailoring and playful construction, exploring how the conventions of adulthood might coexist with the uninhibited spirit of youth.
Throughout the range, traditional wardrobe elements are reconstructed into unconventional yet understated silhouettes. Scarves and ties are incorporated directly into garments, transforming accessories typically associated with formal dressing into integral design features. Classic pinstripes recur across the lineup, referencing the rigidity of uniforms while taking on a more relaxed, contemporary character. Hui balances structured tailoring with lightweight cotton lawn, soft cotton jersey, paper yarn and fine cashmere, introducing tactile contrasts that lend the pieces an effortless, lived-in quality.
Delicate floral embroidery, pointelle lace knitting and fully fashioned construction further soften the collection’s minimalist aesthetic, while hand-crocheted floral accessories introduce a sense of warmth and personal sentiment. Building on the one-size-fits-all philosophy of his previous season, Hui continues experimenting with adaptable proportions and considered craftsmanship, allowing familiar garments to take on new expressions without losing their original references.
The collection’s themes of memory and self-discovery extend into its accompanying campaign, which reunites Hui with stylist Perpetua Ip and photographer Feicien Feng. Conceived as a dreamlike game of hide-and-seek, the imagery moves between reality and illusion, following an ambiguous journey of searching, pursuit and awakening. Scenes of childhood play are juxtaposed with restrained interior settings, reinforcing the contrast between youthful spontaneity and adult introspection.
