SOFT MOUNTAINS

We come from heritage. 

Soft Mountains is founded by Ziwei Longhong in 2017, following her graduation from the London College of Fashion. Inspired by her Nusu background, one of China's ethnic minorities, the brand Is devoted to reinterpreting the Nuosu heritage by merging modern touch with traditional techniques.   

The 'soft mountains' name reflects that where the Nuosu people are living and how their life and culture shaped by nature. It aims to celebrate the indigenous culture while to empower the local indigenous artisans by directly partnering with skilled indigenous artisans. its commitment is to push the historical narrative forward and translate Chinese ethnic stories subtly for the local community as much as for the global community. 

The label is more than a jewelry line, it seeks to create something meaningful and thoughtful that signifying the  Slow pace and human touch. Meanwhile, people can learn and understand Chinese ethnic minorities culture and history in a different way through the products. 

In September 2019, Soft Mountains presented its first exhibition  " The Pieces We Are" showcasing the history and culture of Nuosu people at London' s Arthill Gallery. In the same year. the brand was reported by <Vogue Interational> and < Vogue British>" as one of the best new Chinese jewelry brands. And it has been featured on <Business of Fashion>, < T Magazine>, <WWD>, to name a few. Currently it has been stocked on Net-a-Porter, Lane Crawford, and in more than 30 boutiques across the globe.