Founded in 2015 by designers Shu Shu and Tong Tong, the independent brand SHUSHU/TONG celebrates its tenth anniversary this year. From Chengdu to Shanghai, London and back to Shanghai, this young duo is leading the brand forward at an astonishing pace. Through their clever interpretation of the current girlish style and precise control of clothing tailoring, they have become representatives of China&#39;s new generation of independent designers.

Interview &amp; Text KE WU

L：L&#39;OFFICIEL HONG KONG S: Shu Shu T：Tong Tong

L: You knew each other before you founded the brand. You two went to Donghua University and London Fashion School. What was the opportunity that prompted you to decide to co-found SHUSHU/TONG?

Photo courtesy of Shushu/Tong

S: When we graduated from London College of Fashion, we both wanted to start our own brand. We happened to have known each other for a long time and have been good friends since undergraduate studies. We have similar aesthetics, so we decided to start SHUSHU/TONG together.

L: When SHUSHU/TONG was first established, how did you establish the overall style and development direction of the brand?

S: Tong Tong and I have always had clear aesthetics, and we founded the brand just to make clothes that we like, so we have never been entangled in brand style.

L: The overall design style of the SHUSHU/TONG 2025 Spring/Summer series is more pragmatic. Is this change a careful design based on market trends, or did it happen naturally along with the theme?

S: It changes with the theme. This season&#39;s protagonist, Erika Kohut, is from the movie &quot;The Piano Teacher&quot;. Her inner emotions are extremely full, but her daily life is very depressing, like a stagnant pool of water. Therefore, this season we will focus on everyday uniforms and explore a disciplined body landscape. This kind of design with everyday characteristics just fits in with the current pragmatism.

L: In the past series, you have started from the images in movies and TV series, such as &quot;Tennis Sweetheart&quot;, &quot;Cardcaptor Sakura&quot;, and the Italian TV series &quot;My Brilliant Friend&quot;, etc., and then started the design of the new season. What kind of image can impress you and inspire you? What is the design process in the middle?

S: We are fascinated by the image of a charming girl, and this kind of charm is often difficult to describe in one word - which means that we have to spend energy to explore the narrative about her, and explore something deeper under &quot;sweetness&quot; or &quot;innocence&quot;. Our design is largely based on intuition, which is more difficult to summarize in simple words. Simply put, at the beginning of each season, we will have a very vague female image for this season; then in the design process, this image will gradually become richer.

L: Fashion is an industry that emphasizes individuality, but you choose to work with each other. Do you think there are any advantages to the two-person collaboration model?

T: One more person’s advice can help us look at the problem from another perspective. S: Of course, the premise is that the two people have enough tacit understanding and trust each other. We were roommates when we were studying in London. I think being roommates is something that requires a lot of adjustment. We had a tacit understanding at the time, and the communication between us was smooth and comfortable. On this basis, I think the cooperation model of two people will be better.

L: In the creative process, how do you allocate the design emphasis? Do you two have any special preferences?

S: I am mainly responsible for the creative design and market communication of each season&#39;s main series. T: My job focuses more on the commercial operation of the entire brand, but I also participate in the design of the main series and am responsible for the design projects of the exclusive capsule series.

L: Have you ever had disagreements in brand operation and design creation? How do you handle disagreements or conflicts?

S: We will find a third person to discuss it together. T: We have always been consistent in our opinions on the general direction, so we have never had any major disagreements. When there are conflicts, we will make our own ideas clear and listen carefully to each other&#39;s opinions.

L: From the establishment of the brand in 2015 to 2025, the tenth anniversary of the brand, SHUSHU/TONG can be said to have gradually become one of the business cards of &quot;Chinese design&quot;. How do you think SHUSHU/TONG stands out in the fiercely competitive fashion industry?

T: We love and believe in our designs, and we work very hard and take each series seriously. We are also very lucky to have met many good opportunities and people who believe in us.

L: Looking back on the past ten years, which series do you think is the most satisfying and the most significant? Are there any unforgettable moments?

S: It’s always the next collection. The most unforgettable moment is when I see the models wearing our works, standing in line before every fashion show. T: The most unforgettable moment for me was when our first collection was hung in Dover Street Market. Dover Street Market London was our favorite place to go when we were in college. To put it more exaggeratedly, it was a bit like a temple in our eyes. The first collection we made was bought by Dover Street Market, which was a very magical feeling.

L: Over the past ten years, what has changed about SHUSHU/TONG? And what have you always insisted on?

S: We have become more professional and mature. We insist on only making things we like.

L: In addition to being well-known in China, SHUSHU/TONG&#39;s overseas sales growth rate is also impressive, truly achieving success both domestically and internationally. Do you think there are any differences between domestic and foreign consumers when purchasing products? Will you have any special preparations and goals for overseas markets in the future?

S: Yes. Although everyone&#39;s purchasing habits are different, we can still observe the preferences of consumers in different regions for different products. For example, Asian customers prefer plain colors, while European and American consumers may be more receptive to brightly colored styles. T: I think the consumption purposes of customers in different regions are different. Domestic consumers will consider practicality more and think: &quot;Can I wear this dress on a daily basis?&quot; But in Europe, many consumers will buy a skirt to attend a party, and there are more such party occasions in Europe, so our small dresses sell particularly well in Europe. To a certain extent, when mentioning SHUSHU/TONG, the first thing that European consumers think of should be our small dresses. It is also for this reason that foreign consumers prefer some of our styles with more interesting colors. S: SHUSHU/TONG has no special preparation for overseas markets at the moment. Our current goal is to achieve stable growth overseas.

L: Decorative elements such as bows, lace, crystals, and florals are extremely iconic in SHUSHU/TONG&#39;s designs. But if you were asked to remove these decorative elements and express SHUSHU/TONG only through outlines and textures, what would you choose to do?

S: Look 20 from the Spring/Summer 2025 collection is a great answer. We love the waist-hugging silhouette that is cut out and it keeps appearing in our collections.

L: At present, what do you think is the most urgent problem that Shushu/Tong needs to solve?

S: We need to build a more complete and professional team.

L: If you could go back to ten years ago, what would you want to say to each other?

S: Come on, Tong Tong! T: You did a really good job!

Interview With the Designer Shushu/Tong: A Decade of Review and a Clever Interpretation

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