Claudia Li is a citizen of the world who has chosen to make Aotearoa her base. The fashion designer launched her namesake brand in New York in 2015 and now splits her time between NYC and Auckland. Born in China, she grew up in New Zealand and Singapore, studied in London at Central Saint Martins and later trained at Parsons in New York.
Her designs, available locally at The Shelter, are beautifully sculptural, textured and playfully dramatic, from fluid tailoring to her much-photographed (and very Ensemble) signature ‘big bow’ shirt. Claudia’s pieces have been worn by the likes of Michelle Obama, Lady Gaga and Bella Hadid, and her pink gingham ensemble was included in the Metropolitan Museum of Art’s 2022 exhibition In America: A Lexicon of Fashion.
She’ll bring that gravitas and unique design sensibility to NZ Fashion Week Kahuria, showing for the first time with a standalone show on August 27 (buy tickets here). Claudia will appear at The Shelter’s designer breakfast on Saturday August 30 (tickets here). For the runway, she’s collaborating with her creative circle – makeup artist Liz Hyun, using Aleph, and hairstylist Kelly Manu, using L'Oréal – to craft a beauty look that reflects her own evolving aesthetic.
We asked Claudia about her signature look – not featuring chic blunt bangs – and how her relationship with beauty has shifted over time, and countries.
What is your earliest memory of beauty?
One of my earliest impressions was watching my mum get ready to go out. She had a deep love for fashion and would prepare thoughtfully – never rushed, always intentional. Getting dressed was almost a meditative ritual for her.
It was never performative, more like an act of care, both for herself and for the occasion. That stayed with me: the idea that dressing up can be sacred, personal, and deeply expressive. It taught me that fashion and beauty can be a daily act of storytelling.
How has your look evolved over the years?
My look has definitely evolved over time, but I’ve never been someone who documents it. I don’t take many photos of myself, so there’s no real visual archive. In some ways, I feel like I still look the same as I did when I was a child.
Who are your biggest beauty influences?
My mum, first and always. Growing up, she shaped how I see beauty through her focus on health and strength. She is incredibly sporty and disciplined with exercise, and it truly shows. At 61, her skin glows, and her strong, lean physique speaks to a lifetime of care and resilience. Her vitality has always inspired me to view beauty as something deeply connected to well-being.
What was the first beauty product you fell in love with?
The first beauty product I truly fell in love with was an overnight sleeping mask. There’s something poetic about caring for your skin while you rest.
What’s the first fragrance you ever owned?
Comme des Garçons. I was 17 when I first owned one, and it felt like wearing a concept rather than just a fragrance: abstract, unexpected and intriguingly unconventional.
What fragrance do you wear now?
It depends on my mood, where I’m going, or even what time of day it is. I gravitate toward scents that feel layered and complex. Some favourites include Maison Martin Margiela Lipstick On, Tom Ford Fucking Fabulous, Dries Van Noten Rock the Myrrh, Prada Soleil au Zénith and Comme des Garçons Dot.
What is your ethos when it comes to beauty? Has this changed over time?
My philosophy has always been rooted in care and discipline. I’ve maintained a strict skincare routine for as long as I can remember. It’s not about perfection but about consistency and respect for your skin. That hasn’t changed.
You have such gorgeous long, shiny hair, and have had different looks – the blunt fringe, pink, blonde for a period. What's your relationship like with your hair?
My hair has always reflected the different chapters of my life. When I was a student, I almost always had black, unprocessed hair – long, almost down to my knees. Eventually, I decided to cut it all off and start fresh.
During the challenging times of the pandemic, I bleached and dyed my hair pink. It was my way to inject some brightness and optimism into a grim period. That pink shade stayed with me for about four years, shifting between pink and soft blonde thanks to a tinted conditioner, until two years ago, I returned to black to give my hair a chance to recover from the damage.
Now, my hair is chest-length again. My dear friend Kelly Manu added some extensions for a touch more volume and an extra inch of length, until my own hair returns to its natural state.
How do you keep it so healthy looking – what products do you use?
I’m constantly trying new hair products, but these are the ones I’m using and loving right now: Dr. ForHair Folligen Shampoo, Ouai Leave-In Conditioner,Shiseido Tsubaki Premium Repair Hair Mask, Unove Deep Damage Treatment and Deep Damage Hair Oil Essence.
Do you follow beauty trends?
I don’t follow trends closely, but I remain open to discovering new ideas and products that genuinely inspire me. I enjoy exploring innovations when they feel meaningful rather than simply jumping on something because it’s popular.
Are there any beauty looks you would love to try that you haven't yet?
I don’t chase drastic changes or experimental looks just for the sake of it. I prefer to explore styles and products that genuinely resonate with me, things that feel like me.
Beauty is inextricably tied to youth in our culture. What has been your approach to ageing, personally?
I believe in taking care of your health first – skincare and sunscreen are essentials. But beauty is so much deeper than surface. I admire women who age with authenticity and self-awareness.
Do you have any daily beauty must-haves? What’s your beauty product philosophy?
Sunscreen. A very good moisturiser. Clean skin. And sleep, when possible.
What is your most sentimental beauty product?
Blush. When I was little, I had these bright red cheeks that were always commented on. It’s faded now, but blush brings that energy back – there’s something about it that feels warm, present and emotionally alive. It’s like a soft memory of joy.
What is the most important beauty lesson you’ve learnt?
That beauty comes from vitality and wellbeing. You can’t fake energy. Healthy is beautiful – mentally, physically, emotionally.
What beauty item or look makes you feel like your true authentic self?
Blush, always.
What’s on your current beauty wishlist?
Violette_FR Bisou Balm, $57
Aleph Smoothing Skin Tint, $92
SK-II Facial Treatment Pitera Essence, about $165
Beauty of Joseon Relief Sun: Rice + Probiotics SPF50+, $31
Tatcha The Dewy Skin Cream, $142
