Shushu/Tong

Aug 2023

For the Shushu/Tong Fall 2023 ad campaign, the brand leans into a clinical, hyper-controlled aesthetic that elevates contemporary luxury fashion to a sculptural art form. Captured through the lens of photographer Marili Andre and guided by the creative direction of Liushu Lei, Yutong Jiang, and Ryan Wong, the imagery presents a deliberate study in contrast and symmetry. The collection is defined by a rigorous focus on detail, utilizing an editorial approach that features sharp silhouettes, delicate crystal embellishments, and signature bow motifs that appear both structured and playful. The campaign utilizes studio strobe lighting and high-key techniques to achieve a bright, flattened, and undeniably graphic result, stripping away unnecessary noise to emphasize the craftsmanship of the garments. With models like Tanya Churbanova serving as the primary vessel for this visual language, the frames are brought to life through precise styling by Liu Xiao and detailed hair and makeup work by Yuji Okuda and Aurore Gibrien. Set against stark white or saturated, monochromatic blue backdrops, the campaign creates a minimalist, almost cinematic environment that allows the interplay of textures—ranging from crisp white ruffles to embellished black lattice—to take center stage. The result is a highly polished, commercially driven project that feels both intimate and expansive, cementing the brand’s identity through a clean, avant-garde lens that feels distinctly modern.

Editorial, Vertical, Commercial

Studio strobe

Luxury Fashion Houses, Fashion