Inside Shanghai Fashion Week 2024: Staff Only’s AI-Inspired SS25 Collection and More
Shanghai Fashion Week has been making waves in the fashion industry for years, yet it often flies under the radar in Western media. With an eclectic mix of emerging designers, boundary-pushing aesthetics, and a fearless embrace of new technologies, this year’s event, showcasing the SS25 collections, was no exception. From the conversation around the week’s standout collections, one theme resonated strongly: why aren’t more people talking about Shanghai Fashion Week?
Chinese designers brought powerful creativity to the runway, drawing global interest. One collection that stole the spotlight came from the brand Staff Only. Their SS25 show, inspired by the concepts of deepfakes and artificial intelligence, left a striking impression. The brand’s designers explored the idea of digital manipulation by interpolating images of models onto garments and headpieces. The resulting look evoked an eerie, yet captivating feeling—a commentary on our increasingly complex relationship with digital identity and perception.
Staff Only has built a reputation for bending boundaries with each collection, and this season was no different. Each piece felt like an exploration of the digital landscape, reflecting both fascination and caution. Models became digital canvases, their faces and expressions replicated and distorted on clothing in a way that questioned the line between reality and digital illusion. Their innovative use of technology to enhance rather than overshadow the artistry of the clothes speaks to the brand’s skill and thoughtfulness.
Despite this level of artistry and creativity, Shanghai Fashion Week still seems to lack the international media coverage it deserves. One reason could be the West’s historical fixation on its own fashion centers—New York, Paris, Milan, and London—but the designs at Shanghai Fashion Week have proven that innovation and narrative can happen anywhere. Chinese designers are offering bold takes on culture, tech, and identity, making them vital contributors to the global fashion conversation.
The creative risks and the dialogue with technology we’re seeing in Shanghai could very well define the future of fashion, yet it remains somewhat overlooked on the global stage. As the fashion industry continues to embrace digital evolution, collections like Staff Only’s SS25 could be pivotal in bridging the gap between fashion, technology, and culture. It’s time to give Shanghai Fashion Week the global spotlight it deserves.
