SHUSHU/TONG unveils its SS25 collection at Shanghai Fashion Week

SHUSHU/TONG presented its SS25 collection for the first time during Shanghai Fashion Week, a stylish display that explores the complexity of the ‘pleasure of rejection’. The brand was inspired by Erika Kohut’s character from The Piano Teacher (2001) and the book The Conflicts of Us, bringing to life a visual narrative charged with passions, contradictions and emotional tensions, especially around the female psyche. The collection delves into the nuances of despair and self-loathing, addressing the internal struggles waged in the inner world of women. With a raw and visceral approach, the collection delves into the paradoxes of attraction and rejection.

The campaign, directed by photographer Zhong Lin, takes this conceptual approach a step further, fusing powerful images that evoke a range of intense emotions. Dark tones, compositions and defiant poses reveal a protagonist caught in a spiral of emotions, exploring her relationship with love, rejection and fragility. In the images, the central figure is shown in a series of scenarios: submerged in a bath of water, stretched out on a sofa or holding wilted flowers, each pose captures the essence of the collection, bringing the complexities of her influences to the foreground.