The Role of Korean Tourists in Shanghai’s Fashion Scene
Korean Easement of Visa Restrictions
As of November of the previous year, South Korean citizens gained the ability to travel to China without the need for a visa. This policy change has significant implications for various sectors, including the fashion industry in Shanghai.
Fashion Hotspots: shushu/Tong
According to a prominent figure in one of Shanghai’s leading showrooms, the shushu/Tong store has become a popular destination for many Korean tourists. The designers themselves confirmed this trend, with one stating, “They go straight from the airport!” This influx of travelers has contributed to a surge in interest surrounding the brand.
Celebrations and Success Stories
This year marks the 10th anniversary of the shushu/Tong label, helmed by designers Liushu Lei and Yutong Jiang. Their brand has emerged as one of Shanghai’s most successful narratives, exceeding expectations even amid challenges like high traffic and moderate consumer spending within China.
Design Philosophy and Collection Themes
The designers approach their work with a meticulous eye, ensuring that every detail—from staging to styling to the garments themselves—reflects their unique vision. For instance, their collection features versatile pieces that can easily integrate into daily life. “She wears these clothes and goes to the grocery store and goes home,” noted shushu, emphasizing the practical elegance of their designs.
Exploring Identity Through Fashion
This latest collection introduces a refreshing dynamism while retaining the brand’s hallmark aesthetics, including sporty elements such as capri pants paired with simple knit tops and more daring styles like midriff-baring tops and micro shorts. According to behind-the-scenes commentary, the collection embodies the evolution of the designers’ identities, reflecting a theme of “Same but different.” This exploration of personal identity has significantly influenced their creative process.