The story behind Keungzai and ICONS by Keungzai

Keungzai was born out of a personal passion to create ethical, quality clothing with a timeless aesthetic. The brand serves women who are not slaves to fashion but whom lead the style conversation with contemporary yet timeless looks.

The Keungzai woman enjoys investing in the foundations of her wardrobe and adding a few key pieces each season. She enjoys the knowledge that her clothes are made ethically and appreciates quality rather than fast-fashion fads. The collection offers women essential styling blocks, accented with bold prints and luxurious textures.

“I want to empower women with the choice of affordable luxury clothing that fits into her busy, everyday lifestyle.”
– Michelle Lee, Founder of Keungzai.

ICONS by Keungzai and Keungzai collections are focused on delivering modern looks crafted in premium materials with attention to detail and quality.

KEUNGZAI, est. 2011.

A contemporary label for style-savvy women, mothers and mums-to-be. Affordable luxury for modern women, during and after pregnancy.

ICONS by Keungzai, est. 2014.

A premium womenswear brand. A capsule collection of iconic staple pieces, juxtaposed with bold prints and luxurious textures.

“Keungzai’s customer is not defined by age or life-stage but by a common style-aesthetic of directional yet timeless appeal.”
– Michelle Lee, Founder of Keungzai.


Keungzai began in 2011, founded by Michelle Lee. Frustrated by the lack of choice and quality of bump-friendly clothing during her pregnancy in 2009, she developed a versatile womenswear line she wishes she could’ve worn before, during and after pregnancy. Keungzai is the go-to brand for women, mothers and mums-to-be seeking something unique and distinctive with a little luxury.

After creating the branding and concept, Michelle Lee sought out the finest modal jersey, knitted and dyed locally in Leicestershire, England. Keungzai’s debut collection featured super soft finishes and fluid drapey silhouettes. Each piece in the collection was crafted and finished by British seamstresses in a local studio based in Derbyshire, receiving a seal of approval by celebrity Sienna Miller.

Two years on, Michelle created ICONS by Keungzai in response to customer and buyer requests. A very welcome additional creative outlet. ICONS by Keungzai is a premium womenswear brand delivering contemporary pieces to the modern woman’s wardrobe with attention to detail and quality. ICONS’ debut collection for Autumn Winter 2015 presents a 12-piece capsule collection consisting of iconic staple pieces alongside bespoke, unique prints and premium fabrics.

Keungzai ceased trading in 2015. The spirit lives on as the founder continues her journey to inspire, create and empower women.