SHUSHU/TONG returned to Shanghai Fashion Week with a Spring/Summer 2025 lineup that challenges how we talk about desire and denial. Inspired by Erika Kohut from the 2001 film The Piano Teacher and the psychological tug-of-war in The Conflicts of Us, the designers dug into passion, anguish, and the complicated thrill of dismissing what you want most.
Photographed by Zhong Lin, the campaign delves straight into these tensions, offering a visual essay on the paradox of attraction and repulsion. The images hone in on the collection’s spirit through striking settings: a figure in a water-filled tub, limbs draped across a sofa, fresh blooms clutched in white-knuckled grip. Each shot crackles with the push-and-pull the brand has embraced since its earliest days.
SHUSHU/TONG, founded in 2015 by Liushu Lei and Yutong Jiang, has been on the radar of global stockists and style authorities ever since it was named a semifinalist for the 2021 LVMH Prize. The label’s audience grows steadily, with fans appreciating its blend of classic femininity and bold statements. This SS25 campaign furthers that trajectory, reminding us that sometimes the quickest way to explore a desire is by testing its boundaries.
For a closer look at the collection, watch the runway show below:
