When we say SHUSHU/TONG epitomises girlhood, we’re not referring to the froufrou, the generous use of ribbons, or a soft, dreamy palette. We are, in fact, referring to how the Shanghai-based label captured the delicacy of the daisy chains on the wrists and the untamed wilderness of scraped knees. Their work evokes the memory that lies in the thrilling excitement of having the first secret and the bittersweet ache of outgrowing a dress you once loved.
Long before the internet became obsessed with “girlification“—girl math, girl dinner, hot girl walks—SHUSHU/TONG emerged from Shanghai’s vibrant fashion landscape in 2015. Founded by duo Liushu Lei and Yutong Jiang—whose names form the label’s moniker—after meeting at fashion school and graduating from the London College of Fashion, the brand has spent a decade establishing itself through impeccable tailoring and a brand identity that exists at the intersection of nostalgia and girlhood, with a hint of rebellion.
SHUSHU/TONG has created a universe and even a language of its own, with collections inspired by art and literary works that encapsulate girlhood. From the 70s manga series Aim for the Ace! for Spring/Summer 2022 to the Spring/Summer 2025 collection, inspired by intriguing characters like Erika Kohut in the French film The Piano Teacher. Each collection is thoughtfully made to explore a core theme, infused with cultural influences such as Japanese manga, music, films and gaming culture, without succumbing to passing trends. This consistency makes their designs instantly recognisable and highly covetable—yet felt personal as most were grounded in a shared and universal experience of girlhood that transcends cultural backgrounds.
The brand’s distinct voice has allowed it to stand out first in the Asian market and then on the global stage, especially through collaborations—hit after hit. In our interview, the duo also shared that having a client in her 60s who frequents the store has been one of the most heart-warming things to happen for an emerging brand. The brand—albeit focusing on girlhood—has an appeal that spans generations, amassing a star-studded clientele from Blackpink’s Jennie and Dua Lipa to acclaimed actresses such as Nicole Kidman. SHUSHU/TONG has cemented its status; the name can now be found on young girls’ moodboards, in the wardrobes of aspiring women and even regulars on the red carpets. It has successfully transformed into a global brand that speaks to the girl in all of us.
Ahead, we spoke with the duo behind SHUSHU/TONG about how their brand blossomed into what it is today.
Anime and manga sparked both of your interests in fashion, but what was your first fashion memory? Has fashion always been something you envisioned yourself doing?
Anime undoubtedly had a profound impact on us, but at the same time, the female figures we encountered growing up—in real life or through fictional works—subtly shaped our perception of clothing. We didn’t grow up with a clear ambition to become fashion designers, but we’ve always been sensitive to the question: “Why wear this?”
SHUSHU/TONG is often associated with “girlhood”. How has the “girl” matured over the years? How do you translate this growth into your design lexicon through the construction?
The SHUSHU/TONG girl has become more multifaceted over the years. Each collection is a new narrative, exploring new possibilities in female storytelling. While her essence remains consistent, her expression grows richer and more complex.
In terms of design, we allow the emotional tone of each season to guide how we explore new ways of shaping the body—venturing into what we’ve never tried before. Through this process, we have grown alongside her.
There’s a significant change in the usage of colours for Autumn/Winter 2025—there are more colours, and higher in saturation instead of the usual black, white or pastels. What led to this change? Will this be a continuous creative decision moving forward?
Part of it is because we’ve become more at ease with colour, but more importantly, the shift is rooted in the collection’s narrative. AW25 explores the entangled growth of two women—mirrors of each other, yet entirely independent. Brown and green are the core colours of the season, but to express the emotional nuances of each woman’s journey, we experimented with a wide range of textures and tones within these palettes.
Moving forward, we’ll continue to let the narratives guide our use of colour—but yes, we’re also excited to embrace even braver choices.
The Autumn/Winter 2025 collection was inspired by Diane Arbus’s famous photograph, “Identical Twins”. What led to this creative decision? What do you wish to express with this collection?
That photograph left a profound impression on us: two identical girls with entirely different expressions. It sparked our curiosity about what had just happened between them and what their relationship was really like.
AW25 is ultimately a story about growth and self-recognition. Through the visual language of “twinhood,” we explored the multiplicity, duality, and even inner conflict in one’s identity as a woman.
A lot has changed for SHUSHU/TONG as you grow as a brand and a fashion designer. What is one thing that you still hold firmly onto and would never trade for anything?
We’ve always held onto one core principle: to express real female emotions through fashion. Our clothes aren’t meant to please; they’re more like emotional outlets—a way to give tangible form to the feelings that can’t always be put into words.
Throughout the years, what is the most exciting comment or feedback you received from your clients or friends for SHUSHU/TONG?
We have a woman in her 60s who often visits our store, and she will always ask to try on the most theatrical looks straight from the runway. It’s the sweetest thing.
SHUSHU/TONG is not new to brand collaborations. For designers, what is the inherent value—beyond exposure or commerce—of bringing an external voice into the SHUSHU/TONG universe?
For us, collaboration is a means to break free from habitual thinking. It forces us to step out of our aesthetic comfort zone and reassemble our design language within a new context—sometimes redefining what SHUSHU/TONG can be. It’s an unsettling but energising process.
Is there a piece of yours, or anyone else’s work, that you hold very dearly to yourself? Why so?
We love Togawa Jun (戸川純)’s song “愛してるって⾔言わなきゃ殺す” (“If You Don’t Say You Love Me, I’ll Kill You”).
This track inspired our Autumn/Winter 2019 collection. Her persona really embodies the SHUSHU/TONG girl—a seemingly sweet and romantic character, yet possesses a disturbingly twisted edge.
What is something that you have always wanted to do with the brand, but currently lack the resources to do so?
We’ve always wanted to create fragrances. Scent carries such personal memory and emotional depth; it’s a sensory dimension that clothing alone cannot fully convey. We hope to one day translate the world of SHUSHU/TONG into something you can feel through scent.
Lastly, for the upcoming SS26, what can we expect from SHUSHU/TONG? Can you give us a sneak peek?
A more rebellious SHUSHU/TONG girl.
READ MORE
YIRANTIAN on Designing for Women from All Walks of Life
Otaku No More: Fashion Is Tapping Into Anime Hype To Sell A Fantasy
Thread Talk With Cassey Gan on the Latest Collection of Her Eponymous Label