LESS, a women’s clothing brand introduced by JIANGNANBUYI in 2003, embodies the essence of minimalism, drawing inspiration from the "LESS IS MORE" philosophy, famously articulated by architect Ludwig Mies van der Rohe. The brand reinterprets this motto a“s SEE LESS, DO MORE,”promoting the idea tha“t life is subtraction, and growth is addition.”We firmly believe that a simpler approach can yield greater surprises. Inspired by natural aesthetics, the brand seeks to capture "the pure vitality of creatures thriving in the desert." Aligned with a design philosophy that emphasizes "Simplicity, Craftsmanship, Delicacy, and Independence," the brand caters to a new generation of highly educated or elite women aged 30 to 45 who are rational, independent, and passionate about a simple lifestyle. Our goal is to accompany them through various occasions with our exquisite and durable collections. One of our core principles is to simplify life and design in a way that enhances efficiency and enriches the journey of young life as it grows.

In July 2021， internationally renowned actress Zhou Xun was appointed as the spokesperson for LESS brand.