ALEX S. YU creates colourful and minimal garments that explore the fine line between reality and fantasy. His aesthetics rollick the happy emotions of childhood, nostalgia and wanderlust; and ponder the very definition of femininity in a modern, quirky way through his garments. He is trained at Blanche Macdonald Centre in Vancouver and then furthered his education at London College of Fashion in the United Kingdom. 

The ALEX S. YU woman loves to have fun, and isn't afraid of trying new things. She loves colour, prints, quirky shapes, textures, and most importantly, values comfort. The ALEX S. YU woman is eccentric, lively, nonchalant and views life through a pair of rose tinted glasses. ALEX S. YU creates a line of contemporary luxury street wear that is ready-to-wear with a twist of avant garde experimental attitude. He plays with proportions, colour blocking and unusual silhouettes while mixing and using different colours and fabric weights in one garment.  He often designs his own original prints or collaborates with various artists from the graphic design or visual arts field to create original prints for his collection. 

He launched his label at Vancouver Fashion Week in September 2014 after being named Emerging Designer of the Year by Niche Magazine. He has since showed six collections at Vancouver Fashion Week and has been named the Nancy Mak Award Recipient in September 2016. He also presented his AW2017 collection at London Fashion Week with Fashion Scout in February 2017 and at the PARK show in Calgary in May 2017.