William Fan × USM

In his designs, Berlin-based designer William Fan blends European and Asian influences to create a distinctive, contemporary design language. Since founding his eponymous label in 2015, he has been known for fashion that challenges gender boundaries as well as traditional notions of seasons and trends. In this interview, William Fan talks about his journey to launching his own label, his design philosophy and why USM is, for him, far more than just functional office furniture.

Tell us a bit about how you set up your label. How did you discover your passion for fashion design, and when did you go on to launch it?

As a child, I discovered the joy of dressing up. I quickly came to see clothing as a medium through which to express myself. Alongside music, fashion helped shape my identity and gave me the strength to develop my own language. After completing my bachelor’s degree at the Artez University of the Arts in Arnhem, I worked in the industry for three years before going on to complete my master’s degree and master craftsman’s qualification at the Weißensee Academy of Art. I then set up my own business with my graduation collection. In 2015, I officially launched the William Fan brand.

What experiences or influences have shaped your design career?

Growing up as the child of Chinese immigrants and in the diaspora was normal for me. However, over time, my perception of myself and my family’s culture has changed more and more. I set off on a journey to Hong Kong and China and discovered a new world that felt very familiar to me. There are strong Asian influences to be noted, and I am constantly seeking a balance between European and Asian values. The issue of gender segregation also plays a major role. We do not distinguish between the binary system we have been taught and find ourselves, so to speak, in a new grey area where no distinction is made between men and women. In my opinion, clothing should not be divided along gender lines.

What sets your garments apart?

Ultimately, they are timeless wardrobe classics with a twist. Their strength lies in being very casual yet elegant. In my view, we have developed a new contemporary language that works globally and captivates people with its functionality, calmness and precision. It’s the small differences that make all the difference. We don’t believe in seasons. The collections are constantly evolving and building on one another. We still sell styles that made their debut eight years ago, for example.

What inspired you to collaborate with USM and to furnish your shows and your shop with USM furniture?

I found it exciting to bring USM into the world of fashion – or rather, into a fashion show context – because, naturally, at first glance it’s more commonly associated with the home and the office. USM has the strength to stand out even in a conceptual space.

What role do sustainability and timeless design play in your selection of USM furniture? To what extent does your choice of USM furniture reflect your design philosophy?

For me, USM is one of the most striking pieces of furniture I know. As a designer, I’m naturally thrilled by its durability, functionality and modularity. I’d already been using USM furniture before we started working together, and I’m simply delighted with it.

Ultimately, good design should bring a sense of calm and offer customers freedom, organisation and functionality. USM offers all of this and promises individuality within uniformity. This concept is so timeless and has been bringing so much structure to offices and homes for many decades. I firmly believe that sustainability begins with design and quality, and that USM’s success is based on these pillars.

What are your visions for the development of your label?

I’d like to create my own brand. I love building worlds and trying my hand at many different product categories. Fashion is our core business and, I believe, always will be. A month ago, we launched Fan Plaza. A shop for gifts and souvenirs, where modern stationery meets antique objects and old books and magazines. In future, this space will host art, music and design events, and welcome inspiring personalities as guests. I’m always looking for new ways to understand and showcase design.