SHUSHU/TONG's FW25 Campaign Is Inspired by Identical Twins

SHUSHU/TONG's Fall/Winter 2025 showcase took inspiration from Diane Arbus's famous photograph, "Identical Twins." Exploring themes of duality, self-expression and identity, the accompanying campaign revolves around those same ideals. Titled "Mutual Reference," in line with the FW25 collection, the new visuals look at the "fictional narrative" behind the images.

Capturing two girls with different expressions, the campaign sees each protagonist as an independent individual, acting as the other's reflection. Exploring the interplay between the two girls as they evolve and grow, the collection uses "the language of clothing" to dissect and interrogate.

Tapping into SHUSHU's signature, hyper-feminine aesthetic, the collection features contrasting knitwear, pale green suiting and retro-inspired outerwear, paired with embroidered dresses, lace gowns and ruffled skirts. Accessories add an extra layer of contrast, often landing in the form of knitted gloves, brightly-colored headbands and matching socks.

Take a look at the new collection campaign above and head to the SHUSHU/TONG website for more information.

In other campaign news, Sinead O'Dwyer explored obsession for FW25.

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