"NOT INNOCENT" 

They called them wild, reckless, too much. They were the girls who danced on tables, whispered secrets behind oversized sunglasses, and lived as if the night would never end. But behind the flashbulbs and the scandalized headlines, they were something else entirely—women navigating a world that loved to watch them rise just as much as it loved to see them fall.  

"NOT INNOCENT" is a love letter to the women who were never as naive as the world wanted them to be. The ones who played the game, broke the rules, and then rewrote them altogether. It’s about the thrill of excess and the power in taking ownership of every misstep, every reinvention, every headline—on their own terms.  

The collection straddles the edge between indulgence and rebellion. Cinched-waist fur coats and barely-there slip dresses speak to a life lived in extremes. Sheer lace flirts with perception, while leopard prints claw back control. A signature beaded floral—delicate but defiant—appears where you least expect it. Slogan tees nod to a past that was never just an era, but a statement: a declaration of self, of survival, of refusing to apologize for wanting more.  

The show space is a reflection of the women who inspired it—mirrors distort and magnify, fragmented images flicker in and out of focus, and the floor is littered with yesterday’s tabloids, their headlines quite literally underfoot. The question lingers: were they ever truly out of control, or just out of reach?  

"Thank you, Paris, Lindsay, Kim—thank you for the fun, the chaos, the glamour. But mostly, thank you for the lesson in style, in reinvention, in owning every piece of your story. You showed us that being underestimated is its own kind of power." —Mark

Because the truth is, they were never just the party girls, the heiresses, the It-girls of a generation. They were always something bigger. They still are.  

This season isn’t about innocence lost—it’s about power reclaimed.  

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About Mark

Mark Gong speaks two fashion dialects fluently: the cinematic gloss of Western pop culture and the intricate lexicon of modern Chinese style. A Parsons graduate, he honed his craft in New York before establishing MARKGONG in Shanghai, a brand as much a cultural commentary as a sartorial force.  

His collections, sharp and mischievous, treat pop culture as raw material, dismantling and reassembling its icons with a knowing wink. His recent exploration of Sex and the City characters is a case in point—less homage than reprogramming, filtering their personas through a modern lens that questions, rather than simply celebrates, traditional femininity.  

MARKGONG is at the forefront of China’s new wave of designers reshaping fashion’s global narrative. Among the first of his generation to achieve widespread international visibility, Gong has cultivated a devoted following, with Rihanna, Dua Lipa, Lisa, and Sabrina Carpenter among his fans. In doing so, he has redefined how Chinese designers are perceived—not just as participants in luxury fashion but as its future architects.  

Yet, even as his name resonates from red carpets to runways, craftsmanship and innovation remain at the core of his work. His studio collaborates with artisans and embraces emerging technologies—not as gimmicks but as tools to expand fashion’s material possibilities. With roots in both the U.S. and China, Gong is rewriting the script of modern Chinese fashion, fusing irreverence with precision, industry with artistry, and proving that success isn’t about where you’re from—it’s about where you’re going.  

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Credits

Styling | Alvin Yu 
Styling assistants | Orch Leong
Art director | 罗凯茜@sweettomaoto
Assistants | 97,Jinnnyx,TaoTao
Hair | @SalsaStudio
Make up | StudioVisuelle
Director |魏晓@WI-MODE
Director team | WI-MODE
Producer | 清清
Production team | Faye, 秋子, Leah, Rena
Photos | The Shoot
Video | Harry Wang 
First look | Volta
Show photography | 万进WanJin
Casting | Babygiants 
Music | RUI HO (R8ven Studio)
PR | LMA creative studio/BOH Project Korea/REP Agency
Venue | LABELHOOD@LABELHOOD

Special thanks | Nike & Missoma