Shushu/Tong Spring 2023 Ad Campaign Review

Review of Shushu/Tong Spring 2023 Ad Campaign by Creative Director Ryan Wong and Photographer Marili An with model Evelyn Nagy

Shushu/Tong balances the goofily girlish and the composedly cool with its new campaign for Spring 2023 by creative director Ryan Wong and photographer Marili An.

The campaign forms a focused and fun statement of the Shanghai-based brand’s signature aesthetic of hyperbolic femininity with cool twist. An captures model Evelyn Nagy as she wears the spring collection’s assortment of silk dresses and separates adorned with cascading ribbons, ruffles, floral patterns, and sparkly sequins. She stands on a circular pink carpet that forms the basis of an ultra-femme living room that floats in an abstract white environment, seemingly out of place and time. Among pink furniture that is at once tacky and cool, surrounded by discarded nail polish bottles and poetry books, she gazes off into the middle distance or has a one-woman dance party.

At once cheesy and stylish, minimalist and overwrought, passive and active, the campaign is an intriguing exploration of the contradictions and complexities that come from embracing the feminine in our contemporary world: a fitting mission statement from a brand that uses the familiar dress codes of ultra femininity to create a new sort of expression.