■ Bruce Cui

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Hé–Line

BFA Capstone, 2026

Hé-Line is a streetwear brand that explores individuality through uniformity. It draws from Chinese, Korean, and Western cultures, bringing different elements together while preserving their original meaning. “合Hé” means harmony. It is the balance of different elements coming together as one unique uniform. However, you can always find your own individuality through it.

Uniformity is not the enemy of individuality — it is the condition for it.Within shared constraints, uniqueness becomes visible, bridging emotion and logic through visual systems.

Read my research paper here or below if you want to discover more about finding individuality in uniformity :)