MARKGONG Spring/Summer 2027 / SS27 at Shanghai Fashion Week
MARKGONG SS27 / Spring/Summer 2027 collection, titled TIL WE’RE US, explores the feelings that come with falling for someone, especially when the romance exists more in your imagination than in real life. The story follows the Gong Girl, the woman at the heart of the brand’s world, as she finds herself caught up in an unexpected crush. A name suddenly occupies her thoughts. Every phone notification brings a little hope, and every small detail on social media becomes something worth looking into. Nothing has really happened between them, yet she has already imagined how the story might unfold. For someone who usually knows what she wants and how to present herself, this unfamiliar feeling brings a different kind of uncertainty. TIL WE’RE US is the second chapter of MARKGONG’s Urban Love story. Unlike last season, when the Gong Girl played with ambiguity while remaining in control, this time she allows herself to be more vulnerable. She starts thinking about how she looks in someone else’s eyes, preparing for a possible date that may never happen. It is a familiar experience, where excitement and overthinking become difficult to separate.
This change is reflected in the collection’s colours and materials. Mint green, soft pink and dusk purple bring a lighter, more youthful mood to the runway. The palette suggests the nervous excitement of a new crush, bringing a softer side to a character previously associated with a sharper attitude. Lace remains part of MARKGONG’s visual language, joined by feathers, sequins and sheer tulle. More structured silhouettes and leather give way to liquid-like sequins and layered ruffles, creating a lighter feel. The sensuality is still there, but it becomes less direct, as if the Gong Girl is experimenting with a different way of expressing herself. Black and leopard print also return, reminding us that her more assertive side has not disappeared completely.
MARKGONG SS27 / Spring/Summer 2027 runway itself becomes a pink corridor, with figures moving in and out of view. The setting echoes the repetitive nature of a crush: checking a message, looking for a sign and wondering whether the feeling might be mutual. The soundtrack follows a similar emotional journey, moving from infatuation and happiness to disappointment and anger before gradually reaching a sense of release. What makes the collection relatable is its recognition that falling for someone can temporarily change how we see ourselves. The Gong Girl tries to send signals, makes an effort to look more attractive and allows her imagination to run ahead of reality. Eventually, the feeling begins to fade, and she finds her way back to herself. With TIL WE’RE US, MARKGONG explores a softer chapter in the Gong Girl’s story without entirely abandoning her familiar edge. It is less about changing who she is than about what happens when someone who values independence finds herself caught up in feelings she cannot fully control.
About MARKGONG, MARKGONG draws on the free spirit and rebellious attitude of modern women. The brand uses the term “GONE GIRL” to describe women who are curious, independent and open to exploring the world on their own terms. Through the idea of the Gong Girl, MARKGONG presents a woman who stays true to herself rather than conforming to labels or seeking approval from others.
