As the fashion world pivots toward a new season, one brand is making waves and capturing hearts: Shushu/Tong. With its super-feminine designs gracing the likes of Alexa Chung, Jodie Turner-Smith, and Blackpink’s Lisa, this Shanghai-based label is not just a trend; it’s a movement. But what exactly makes Shushu/Tong a standout in today’s crowded fashion landscape?
At the core of Shushu/Tong’s appeal is its unique ability to blend traditionally sweet elements—think ruffles, bows, and gingham—with an edgy, modern twist. Co-founders Liushu Lei and Yutong Jiang have been crafting their vision since 2015, and their latest Fall/Winter 2024 collection is a testament to their mastery. Drawing inspiration from the 1958 film Gigi, the collection features dramatic silhouettes, corsets, and voluminous dresses that evoke a sense of nostalgia while remaining undeniably fresh.
But why does this blend of the past and present resonate so deeply with today’s consumers? In an era where fashion is often about self-expression and individuality, Shushu/Tong offers a powerful narrative. The brand’s pieces are designed for women who are not afraid to embrace their femininity while asserting their strength. As Lei puts it, “We wanted to create a brand that reflects the bold and strong heart of our Shushu/Tong girl—always romantic and playful.”
This ethos is particularly relevant in a society increasingly focused on empowerment and authenticity. Women today are seeking clothing that not only looks good but also tells a story—one that resonates with their own experiences and aspirations. Shushu/Tong’s designs do just that, allowing wearers to express their identities in a world that often tries to box them in.
The brand’s rise to prominence has been nothing short of meteoric. From being featured in high-end magazines to becoming a go-to for Hollywood stylists, Shushu/Tong has captured the attention of the fashion elite. Notably, Olivia Rodrigo and Sydney Sweeney have both donned the label, further solidifying its status as a must-have for those in the know.
Moreover, Lei and Jiang’s partnership exemplifies the power of collaboration in the fashion industry. Their complementary skills—Lei’s focus on collections and marketing, and Jiang’s expertise in HR and capsule drops—create a dynamic that fuels their creativity and innovation. This synergy has been crucial in navigating challenges, such as the strict lockdowns of 2020, which forced them to adapt and think outside the box.
As Shushu/Tong approaches its 10th anniversary, the duo remains grounded yet ambitious. “If there’s anything I want to accomplish, it’s for this brand to exist in 10 more years and still be relevant,” says Lei. This forward-thinking mindset is what keeps the brand fresh and exciting, ensuring that it remains a staple in the wardrobes of fashion-forward individuals.
In a world where trends come and go, Shushu/Tong stands as a beacon of creativity and resilience. The brand’s ability to blend femininity with strength resonates deeply in today’s cultural landscape, making it a favorite among those who seek to express their unique identities through fashion.
“Shushu/Tong is not just a brand; it’s a celebration of the multifaceted woman—romantic, bold, and unapologetically herself.”