Designing Ahead: Isaac Yu on Anticipation in Streetwear Fashion Practises

Winning the 2025 London Design Awards as a Platinum Winner means a great deal to me, as it represents one of the most significant honours of my career to date. This recognition is not only an opportunity to present my work on a global platform but also a meaningful affirmation from the international design community. 

Being recognised by the London Design Awards has strengthened my confidence and reinforced my belief in myself as a professional fashion designer. I am deeply grateful to the London Design Awards for this recognition and support.

This achievement has significantly increased the visibility of both my work and my brand within the global design industry. It has allowed my designs to be recognised not only by fellow fashion designers but also by professionals across a wide range of creative and design disciplines. 

I firmly believe that increased visibility leads to new opportunities, and this recognition provides a strong foundation for Isaac to grow and advance to the next level as a fashion brand.

I strongly believe that experimentation is one of the most essential elements of the creative process in fashion design. To me, experimentation represents the pursuit of innovation and the creation of something new. Fashion is inherently forward-looking, constantly seeking what comes next. 

When designing, I focus on anticipating what audiences will want to see in the coming years, rather than simply responding to the present moment. Through continuous experimentation, I gain a clearer vision and direction, allowing the final designs to evolve with greater depth and purpose.

I would say that children’s art is one of the most unconventional sources of inspiration in my work. It represents one of the most imperfect yet honest art forms, and it is something that adults often find difficult to recreate. 

This influence has taught me to embrace experimentation through imperfection and to allow mistakes to become part of the creative process. The more imperfections and unrefined elements I explore, the more authentically I am able to express the true spirit of Isaac—both as a fashion brand and as a designer.

I hope people understand that research is a fundamental part of my design process. Before beginning any collection, research is the most important step. My research extends beyond fashion itself to include conceptual development and the relationship between storytelling and design experimentation. I strongly believe that the deeper and more thorough the research, the greater the inspiration and creative clarity that emerge.

I have a clear understanding of my target audience. Throughout the research process, I focus on identifying what young streetwear enthusiasts are drawn to and what they hope to see over the next two years. 

By combining their interests, lifestyles, and stylistic preferences with my own design language, I am able to create work that is distinctive, innovative, and meaningful to my customers.

I have faced many challenges throughout my creative process, and the greatest challenge has been the construction of the garments. Because the entire collection was developed independently—from design development to sewing—the pieces required a high level of technical skill and problem-solving. 

The collection is known for its complex construction, and the most effective way to overcome these challenges was through extensive experimentation during the early prototype stage. This phase allowed me to test multiple construction methods and refine silhouettes, ultimately achieving the desired shapes and structure in the final looks.

When I encounter challenges, I find that taking a short break and allowing myself time to rest is the most effective way to manage pressure. This approach helps me stay calm and clear-minded, and I often find that the best solutions emerge when I am relaxed. 

For this reason, I encourage others who are facing difficult moments in their creative process to step back and take a short break. It can be a valuable way to avoid overthinking and to regain clarity and perspective.

The award-winning collection I created is deeply personal, drawing inspiration from my own military experience as the foundation of its narrative. The central message of the collection encourages individuals not to allow anything or anyone to prevent them from pursuing what they love. It is about becoming the person you want to be and continuing to chase personal freedom.

Success is not reserved only for those who are born with natural talent; it is achieved through time, dedication, and hard work. I believe it is important to continue pursuing what you are doing now while remaining open to exploring new experiences both within and beyond your professional field. 

Over time, everything you explore can become a source of inspiration for your work. Most importantly, do not listen to those who tell you that you cannot succeed—stay committed, trust your vision, and continue doing what you believe in.

I would say Jonathan Anderson is the fashion designer I’ve always wanted to collaborate with — both in the past and still today. Jonathan is truly an inspiration to many designers. 

His work consistently reflects a strong sense of history and cultural context, which I believe is something every thoughtful designer should understand. I’ve always been deeply impressed by his design knowledge and creative vision, and collaborating with him would be an incredible opportunity to learn and grow as a designer.

I wish people would ask me, “How do you define the meaning of a talented designer?” 

I would say that talent is not something people are simply born with. Becoming a truly talented designer requires hard work and perseverance. Even designers who start with little or no knowledge can become the professionals they want to be if they are willing to invest time and effort. This dedication is what truly makes a talented designer.