Impact of Korean Tourism on Shanghai’s Fashion Scene: Celebrating shushu/Tong’s 10th Anniversary
As of November last year, South Korean citizens gained the ability to enter China without the need for a visa, a significant shift that has implications for various sectors, including fashion. Among the hotspots attracting attention from Korean tourists is the renowned showroom of shushu/Tong in Shanghai, particularly highlighted by the store’s founder, who mentions that visitors often head straight there upon arrival.
shushu/Tong: A Decade of Innovation
This year marks the 10th anniversary of the shushu/Tong label, founded by the talented duo Liushu Lei and Yutong Jiang. Celebrated as one of Shanghai’s standout success stories, the label not only continues to impress with its creative output but also plays a role in reshaping China’s fashion landscape. The designers are noted for challenging stagnant consumer habits in the country while building an internationally esteemed brand.
Design Philosophy and Style
The design ethos of shushu/Tong is carefully crafted, with attention to detail evident in everything from set design to garment construction. Shushu expresses a vision of relatable fashion, stating, “She wears these clothes and goes to the grocery store and goes home.” The collection this time reflects greater lightness and versatility. Piece selections included casual attire, sporty capri pants paired with simple knit twin sets, as well as bolder choices featuring midriff-baring tops and micro shorts.
Thematic Concept: “Same but Different”
Behind the scenes, the latest collection is said to be inspired by the unique experiences of two friends, capturing the nuanced journey of identity building. This thematic approach allowed shushu/Tong to broaden the scope of their identity exploration. As described by one colleague, the collection captured the essence of being “same but different,” showcasing both personal narratives and shared experiences.
Conclusion
As shushu/Tong celebrates a decade of creativity, the changing dynamics of tourist arrivals from South Korea mark a vital moment for the brand and the Shanghai fashion scene as a whole. The designers’ ability to connect culturally and personally through their styles not only reflects their artistic vision but also positions them as influential figures within a vibrant and evolving industry.