Expectation and self-expression.
SHUSHU/TONG has unveiled its Autumn/Winter 2026 campaign, The Invented Self, continuing the label’s exploration of identity, femininity and the blurred line between reality and performance.
Drawing inspiration from the 1978 film Violette Nozière, the campaign follows the story of a young woman attempting to reinvent herself while navigating the social expectations of 1930s Paris. Through shifting personas and imagined identities, SHUSHU/TONG examines fashion as both a form of self-expression and a means of challenging convention.
Take a look below.
PHOTO CREDIT: SHUSHU/TONG
