SHUSHU/TONG Explores Duality in FW25 “Mutual Reference” Campaign Inspired by Twins

SHUSHU/TONG is embracing identity and contrast in its Fall/Winter 2025 campaign, “Mutual Reference.” Building on the themes from the runway show, the campaign draws inspiration from Diane Arbus’s haunting portrait “Identical Twins,” focusing on duality, individuality, and reflection.

In each shot, two girls mirror and contrast one another — not as copies, but as distinct personalities connected through a fictional narrative. The campaign explores how clothing becomes a language for self-expression, using fashion to trace the evolving dynamic between them.

The FW25 collection stays true to SHUSHU/TONG’s hyper-feminine core, mixing soft and bold elements. Think embroidered lace dresses and ruffled skirts paired with sharp pale green suiting and structured retro coats. Contrasting textures and silhouettes create a visual push-pull — two perspectives in one frame.

Accessories emphasize the tension: brightly colored headbands, matching socks, and dainty knit gloves that echo, but don’t repeat. The result is a visual conversation between two individuals who are linked but not the same

“Mutual Reference” isn't just a campaign — it's a story about growing apart, together.