Yoocn.com cooperative designer brand embraces cultural roots, redefines Eastern aesthetics and more

As the runway show for 2026 collection concluded at Shanghai Fashion Week,This show, which abandoned the traditional catwalk and music, was more than just a design presentation — it also embodied core shift this year — from expressing ideas through language to stirring resonance via perception.

“When talking about clothing trends biggest transformation this year, founder and designer YYing put it directly and honestly: “Since last year, I’ve felt language isn’t that important; resonant perception matters more.” This shift is not a marketing maneuver but a natural evolution in how she believes brands should connect with audiences.

This thinking came to life in the SS26 collection. “On the runway, clothing was no longer defined as an aesthetic carrier, but as a container of consciousness and a materialized manifestation of frequency. Models walked barefoot, shedding their performance identity to be as natural as trees or stones,” emphasizing returning to inner awareness over external judgment.