Li Gong has embraced running as a new passion. He’s not alone in this endeavor; a whole new cohort—from late Millennials to early Gen Z individuals in their 20s and 30s—seems to have turned to fitness in the wake of the pandemic. Social media is buzzing with running clubs and influencers, filling the feeds of those who prefer a more sedentary lifestyle.
A familiar figure at London Fashion Week since 2019, Gong showcased his latest collection in Shanghai this season. In a nod to his eighth anniversary, he expressed a sense of returning to his roots in China. The significance of the number 8, symbolizing a perfect loop, emerges as a recurring motif in his designs. One might wonder if he prefers running in infinity-shaped paths?
The runway reflected this theme, with models dynamically navigating the 8-shaped track, some genuinely running while others simulated the motion. Gong’s innovative designs included horsehair accents on running shorts, transforming them from basic garments into fashion staples, as well as suit jackets crafted from lightweight windproof materials, styled open and draped elegantly over the shoulders. He also offered a fresh take on wardrobe essentials, applying unique hem treatments to button-down shirts and utilizing heat pressing with ink to achieve a chic crackling effect.
Gong has earned a reputation in China for this kind of forward-thinking design, which has allowed him to cultivate a thriving business, punctuated by a series of high-profile collaborations: Japanese Asics sneakers starting in 2020, tailored pieces from Italy’s Canali in 2021, and a capsule collection for Gap catering to the Asia-Pacific market in 2023. What truly characterizes 8on8 is its eclectic blend of retro athleticism, nostalgically infused yet looking toward the future.
