Shushu/Tong Taps Into Japanese Pop Culture for its Clothing
References: shushutongstudio & vogue
Shushu/Tong is a Shanghai-based brand, focusing on Japanese pop culture and anime-inspired fashion collections. The company was founded in 2015 by chic best friend duo Liushu Lei and Yutong Jiang. Ever since then, Shushu/Tong makes clothing for "modern women who dare to express themselves."
The Spring/Summer 2018 collection features Gothic undertones, exquisitely cut leather detailing, bow knots and ruffles. True to the anime-inspired fashion aspect, Shushu/Tong creates assertive outfits like below knee-length trench with the patterned obi-styled mid piece and well-balanced dress designs like the mid thigh checkered dress.
Through relentless experimentation with volume, textures and detailing, the Shanghai-based duo seeks to re-write the narrative of women by challenging an outdated standard of femininity.
The Spring/Summer 2018 collection features Gothic undertones, exquisitely cut leather detailing, bow knots and ruffles. True to the anime-inspired fashion aspect, Shushu/Tong creates assertive outfits like below knee-length trench with the patterned obi-styled mid piece and well-balanced dress designs like the mid thigh checkered dress.
Through relentless experimentation with volume, textures and detailing, the Shanghai-based duo seeks to re-write the narrative of women by challenging an outdated standard of femininity.
Trend Themes
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Anime-inspired Fashion — Disruptive innovation opportunity: Collaborate with anime studios to create unique clothing lines inspired by popular anime characters.
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Gothic Undertones — Disruptive innovation opportunity: Combine gothic elements with modern fashion to create a new subculture-inspired clothing trend.
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Experimentation with Volume and Detailing — Disruptive innovation opportunity: Develop innovative textiles and techniques to create clothing with unique and exaggerated volume and detailing.
Industry Implications
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Fashion — Disruptive innovation opportunity: Incorporate Japanese pop culture and anime-inspired designs into mainstream fashion brands to attract a new customer base.
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Anime and Entertainment — Disruptive innovation opportunity: Collaborate with fashion designers to launch clothing lines based on popular anime series, targeting anime enthusiasts.
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Textile and Material Innovation — Disruptive innovation opportunity: Develop new textiles and materials that combine gothic aesthetics with modern fashion elements for use in the fashion industry.
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