‘FLOU-FLOU’ is an English onomatopoeia word for the rustling noise made by the suddenness with which something appears, synonymous to ‘POOF’. It is the central theme of the brand, which is to invoke a new appreciation of a particular sensibility as the “modern imagination.”
FLOU-FLOU is a women's fashion brand with a multidisciplinary approach to design. Each season, a curated selection of unique elements is proposed. Drawing on fine art and literary works, the collections hold a continued dialogue with storytelling and metaphoric imaginations through artisanal craftsmanship and romanced silhouettes.
The brand is founded in 2018 by Canadian designer Annie Li, a graduate from Parsons the New School of Design in New York. In 2015, Li was selected as the recipient of the Hugo Boss Prize and the Swarovski Sponsorship. In the same year, Li collaborated with Luxottica to release an exclusive collection of eyewear. In 2016, Li was nominated as the finalist of “Designer of the Year” at Parsons and the “Empowering Imagination Award” by the Kering Group. Li's work has appeared on publications including Vogue US, Schön! Magazine, Satellite Journal, and Rouge Fashion Book.