Nicole Chui is a London based embroidery artist whose work is messy, brash, and disruptive. Her work is about exploring identity through intuition and emotion, expressing stories behind the surface through every stitch.

Chui explores her identity in football, movement and sports through her practice. Football and dance in particular have always been core in her life ever since she was a child, from training in ballet for 10 years, to creating the London based football club; Baes FC; a grassroots football community for women, trans, and non binary people of Asian heritage to play football. 

After graduating from London College of Fashion with a degree in BA (Hons) Creative Direction for Fashion, Chui was selected as one of the ‘25 future faces 25 and under’ by the Evening Standard in 2019. In 2025, Chui debuted her solo show 'Ruined' at OOF gallery in Tottenham Hotspur, where she was an artist-in-residence. Currently, she is exhibiting ‘Grassroots Never Dies, Worldwide’ at The Substation in Melbourne.

You can find a selection of press features in the ‘features’ section of our website.

SELECTED CLIENTS
ADIDAS \ ASAHI SUPER DRY \ AWORI \
BIMBA Y LOLA \ BOW ARTS \ CAMDEN TOWN BREWERY \ COACH \ CONVERSE \ CRXSS PLATFXRM \ PRIMULA \ gal-dem \ GOOGLE \ KUYICHI DENIM \ IT'S NICE THAT \ 
i-D  \ JOYA \ LIBERTY LONDON \  MANCHESTER UNITED \ MIGRATION MUSEUM \ MITRE SPORTS \ NEW ERA
\ NIKE \ NOW GALLERY \  NOWNESS ASIA \ PINTEREST \ POLITICO \ PRIORY \ SCHUH \ SOHO HOUSE \ SKECHERS FOOTBALL \ SPORTS DIRECT FOOTBALL  \ TIMBERLAND \ systemarosa \ TINIE TEMPAH \ 
UGG \ VERSUS \ VICE \ V&A \ VICTORIA BECKHAM \ WETRANSFER