Buzzy local label Shushu/Tong closed out Shanghai Fashion Week (SHFW) last night, with a sophisticated show that doubled-down on its best-selling aesthetic: playful florals on prim and frilly dresses, colorful knits, and lady-like cocktail hour-ready frocks. The fullness of their vision should make no surprise of the fact that designers Liushu Lei (ShuShu) and Yutong Jiang (TongTong) have built one of Shanghai’s most popular brands both locally and internationally.
Pre-pandemic, SHFW was in its boom era, with strong footfall in its showrooms, rising interest from international buyers, and a growing roster of independent brands. Once the lockdowns were lifted, it returned for Spring/Summer 2024 and has been rebuilding slowly, against a challenging economic backdrop. Buyer footfall and sales have taken time to recover. The AW25 edition, which took place from 25 March-1 April, was another step in the right direction: showroom traffic was up 10-20 per cent, according to organisers, while many independent designers noted renewed interest from domestic and international buyers.
