Shushu/Tong, a Shanghai-based label, has spent over a decade making a statement with sweetness in fashion. Founded by Liushu Lei and Yutong Jiang in 2015, the brand celebrates femininity with ruffles, bows, and romantic silhouettes, cut with precise tailoring.
The founders, who grew up in Chengdu, completed MAs in womenswear at London College of Fashion and gained experience at Simone Rocha and Gareth Pugh before launching their own label. They describe their design language as “bold and feminine,” exploring the space between girlhood and adulthood.
Early Success and Collaborations
Shushu/Tong was picked up by Lane Crawford from its first season and built an international retail network, including Dover Street Market and Opening Ceremony.
Shushu/Tong has collaborated with several brands, including Beijing-based jewelry label Yvmin, which created jewelry for the brand’s Spring/Summer 2027 show. Singaporean footwear brand Charles & Keith released a capsule of Mary Janes and handbags with the label in January 2022.
Estée Lauder has twice released co-branded gift boxes with Shushu/Tong, and Asics has released co-branded sneakers with the brand since 2022. These collaborations have helped establish Shushu/Tong as a prominent player in the fashion industry.
Design Inspiration and Future Plans
Liushu Lei and Yutong Jiang find design inspiration in films, images, and memories of growing up. Each collection starts with a girl they imagine, and they think about her personality, mood, and what she might wear.
Lei and Jiang would love to work with a filmmaker on costumes, building a character’s wardrobe and seeing it become part of a story.
They are working towards this goal by continuing to create clothing that is both feminine and bold. Shushu/Tong’s designs are a reflection of the founders’ personalities and experiences.
The brand is available in several high-end retailers, including Dover Street Market and Opening Ceremony.
Lei and Jiang’s experience at Simone Rocha and Gareth Pugh has influenced their design style. They have taken the skills and knowledge they gained from these experiences and applied them to their own label.
The brand’s collaborations with other companies have also contributed to its success. The co-branded gift boxes with Estée Lauder and the co-branded sneakers with Asics have helped to increase brand awareness and appeal to a wider audience.