The Brand
ALEX S. YU creates womenswear collections that intricately navigate the delicate boundary between reality and fantasy. The design aesthetics are a celebration of the joyful emotions of childhood infused with elements of nostalgia and wanderlust. A contemplative exploration of modern femininity takes center stage in the collections, presenting a whimsically quirky perspective through meticulously crafted garments. All of the garments are crafted with love and care in our studio in Vancouver, British Columbia. Our goal is to create contemporary womenswear that can be cherished and worn for years, styled and incorporated into every wardrobe and bring a sliver of dream and joy to the everyday life.
contemporary womenswear for the everydaydreamer
Design Philosophy
The everydaydreamer concept is the heart of the ALEX S. YU universe, merging the wearable with the whimsical. This collection reimagines tulle, bold prints, and voluminous cuts for versatile styling, allowing the everydaydreamers to navigate reality with a touch of magic. Designed for those who live between the practical and the fantastical, the everydaydreamer captures the essence of creativity and individuality.
At its core, ALEX S. YU is for the everydaydreamer, those who see fashion as a canvas for self-expression, movement, and joy regardless of age and size.
The Everyday
The everyday series is designed for effortless, modern dressing inspired by the laid back West Coast culture. Crafted from breathable, easy-care fabrics, these versatile pieces prioritize movement and comfort without compromising on style. A neutral, refined color palette ensures seamless integration into any wardrobe, embodying understated elegance for daily wear. The everyday series is made to be worn, loved and lived in through every moments of life.
The Daydreamer
The daydreamer series invites you into a world of imagination, where voluminous silhouettes, ruffles, and intricate details take center stage. Vibrant hues, playful prints, and delicate textures celebrate uninhibited self-expression. Perfect for those who embrace fashion as fantasy, these pieces transform the everyday into something extraordinary. The daydreamer series is designed with the intention to be cherished, to accompany life’s every special moments and to embrace the power of imagination and dreams.
The Designer
Born in Taipei, Taiwan, and raised in Vancouver, BC, ALEX S. YU studied fashion design at Blanche Macdonald Centre in Vancouver and completed a graduate degree in womenswear at the London College of Fashion in the UK. He launched his eponymous label at Vancouver Fashion Week in September 2014, where he was named Emerging Designer of the Year. Since then, he has showcased his collections at fashion weeks in New York, London, Tokyo, Vancouver, and other global fashion capitals. In October 2024, he celebrated his label's 10th anniversary with the collection Prologue 3866.