Established in 2024 by Central Saint Martins graduates Haotian Zhang and Becky Feng, LEOAL is a London-based womenswear label that thrives on the edge of aesthetic extremity. Drawing from their professional stints at Kiko Kostadinov and SHUSHU/TONG, the design duo crafts a vision rooted in the world of kitsch. The brand leans into a garish sense of sentimentality, celebrating the indulgence of excess rather than shying away from it.

At its core, LEOAL redefines femininity as a vibrant, unapologetic tool for identity and self-expression. Their collections are characterized by a devotion to the ornamental, featuring intricate gestures that are as charming as they are "unnecessary." By focusing on these decorative flourishes, the label creates a unique space where playful indulgence meets high-fashion craftsmanship.