The brand was founded in 2018 by the designer Menglu, a graduate of Central St. Martin's. The brand is named DATE OF BIRTH because in addition to its roots in fashion and aesthetics, it also wants to convey a sense of inner joy. The brand is aimed at fashionable urban women aged between 25-35. These women are like those portrayed in oil paintings: simple, funny, and beautiful, elegant but not too careful, classic and not artificial, as they savour the rhythm of their fast-paced urban lives. The brand draws inspiration from Traditional Eastern and Modern Western aesthetics to create a style that is “exquisite, elegant, romantic, and retro", that is constantly experimenting with simplifying and adding details, trying to find and explore a different female aesthetic.