Some like it sweet: Inside Shushu/Tong’s cult appeal

Shanghai-based label Shushu/Tong has spent more than a decade proving that sweetness can be a statement. Founded in 2015 by university friends Liushu Lei (雷留树) and Yutong Jiang (蒋雨彤), the brand has built one of the more distinctive identities in Chinese fashion around an overt celebration of femininity: ruffles, bows and romantic silhouettes, cut with precise tailoring. The pair, who grew up in Chengdu, went on to complete MAs in womenswear at London College of Fashion, then gained experience at Simone Rocha (Lei) and Gareth Pugh (Jiang) before launching their own label. They brought those contrasting references into a shared design language they describe as “bold and feminine,” one that continually explores the space between girlhood and adulthood and frames sweetness as a source of confidence. That point of view found an audience quickly. Shushu/Tong was picked up by Lane Crawford from its first season and went on to build an international retail network that has included Dover Street Market, Opening Ceremony, 10 Corso Como and H.Lorenzo. Its signature look has made the brand a cult favorite among Chinese Gen Z consumers and the global style set alike, helped in part by a steady run of collaborations. Beijing-based jewelry label Yvmin is a long-term partner and most recently created jewelry for Shushu/Tong’s Spring/Summer 2027 show at Shanghai Fashion Week in October. 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, for Qixi (China’s traditional lovers’ festival) in 2021 and for Valentine’s Day in 2023. Asics has released co-branded sneakers with Shushu/Tong since 2022, most recently in late 2025. For the Jing Daily 100, we asked Lei and Jiang what Made in China means in 2026 and where they see Chinese fashion heading over the next decade. They replied jointly by email. Jing Daily: What does it mean to you to be part of the Jing 100? Liushu Lei and Yutong Jiang: It’s absolutely an honour to see our work recognized alongside so many creative people. JD: What does Made in China represent for you in 2026? LL&YJ: For us, it represents creativity, craftsmanship, and the confidence to express our personal point of view in our works. JD: What would you describe as the hero piece for Shushu/Tong? LL&YJ: A dress with a bow — it captures the spirit of Shushu/Tong. Feminine and playful. JD: Why do you think Shushu/Tong has become a cult label among Gen Z in China? LL&YJ: Perhaps because we’ve stayed true to our own taste. There’s sweetness in our clothes, but also rebellion, and we think that combination gives people room to express different sides of themselves. JD: What’s your biggest market? LL&YJ: China is still our biggest market. JD: Where do you find your design inspiration? LL&YJ: Films, images, and memories of growing up. Often, each collection starts with a girl we imagine — her personality, her mood, and what she might wear. JD: What has been your favorite collab to work on? LL&YJ: Every collaboration has been such a different experience, and we’ve really enjoyed each one. It’s hard to pick a favorite. JD: Dream collaboration? LL&YJ: We’d love to work with a filmmaker on costumes. Building a character’s wardrobe and seeing it become part of a story would be really exciting. JD: Which fellow Chinese designers do you love most? LL&YJ: The list would be too long. There are so many fellow designers around us doing impressive work. JD: Where do you see Made in China fashion in 10 years from now? LL&YJ: We hope to see more Chinese designers building lasting brands, each with a very different voice. And we hope their work becomes part of people’s everyday wardrobes around the world.

Some like it sweet: Inside Shushu/Tong’s cult appeal

TUMI’s new growth playbook: From travel expertise to lifestyle performance

Upgrade to Pro

Sectors

Insights

Company

Some like it sweet: Inside Shushu/Tong’s cult appeal

TUMI’s new growth playbook: From travel expertise to lifestyle performance