SHUSHU/TONGShushu/Tong Single-breasted coat

SHUSHU/TONG is a Shanghai-based fashion brand established in 2015 by designers Liushu Lei and Yutong Jiang, whose nicknames form the brand's portmanteau name. The label is renowned for its saccharine explosion of feminine details including lace, ruffles, bows, and cotton-candy-like Lolita aesthetics that channel the strength of pubescent heroines from Japanese anime series like Cardcaptor Sakura and Madoka Magica. The brand features modern women who dare to express themselves through unabashedly feminine elements while maintaining a relaxed, cool attitude that deflates traditional primness. Both designers graduated from London College of Fashion's Womenswear MA program and gained experience at prestigious fashion houses—Lei at Simone Rocha and Jiang at Gareth Pugh—before launching their own label. Their aesthetic pushes boundaries between girlhood and womanhood, redefining femininity with a modern twist. The brand has achieved international recognition, being stocked at prestigious retailers including Dover Street Market, Net-a-Porter, and Ssense, while building a cult-like following among celebrities and Gen Z consumers.