Joseph Li's first demi-couture collection in launched in 1999 and immediately garnered interest from prominent retailers, including Neiman Marcus, Bergdorf Goodman and Lane Crawford. Since that time, Li's collection has been showcased in Australian and New York fashion weeks. After five seasons working solely on his own brand, Li decided to broaden his horizons in 2002 through an apprenticeship at Lanvin and further study at Studio Berçot in Paris. In 2003, to deepen his training and academic knowledge of the art, Li enrolled in Central Saint Martins College of Art and Design and graduated with a Master of Arts in Fashion in womenswear. Since then, Li's profound knowledge and respect for period dresses combined with a strong panache for re-invention have earned him numerous recognitions. In 2006, Li was honoured as the Asia Designer of the Year at the China Fashion Awards. In late 2007, Li joined Shanghai Tang as the Chief Designer of Womenswear.
In early 2010, Li returned to his independent roots and established his own design house. He is currently in the process of launching a new fashion label for Spring Summer 2010.