As the main partner of BFC NEWGEN, Pull&Bear continues to support emerging designers through its ‘Canvas for Creativity’ project. Launched in 2024, this initiative gives designers the space to develop their ideas, expand their creative direction, and bring their visual language to a wider audience. Following collaborations with Chet Lo, Johanna Parv, LUEDER and Karoline Vitto, Pull&Bear has joined forces with emerging designer Oscar Ouyang for the SS27 season of London Fashion Week, with the support of the British Fashion Council’s NEWGEN programme.
Bringing together Ouyang’s perspective and Pull&Bear’s sensibility, the collection captures theenergy of youth — a moment where ideas, music and individuality collide. As Ouyang puts it: “Subculture is where young people collide: they exchange ideas, music, energy and ways of becoming who they are. The collection captures the broken-up thoughts, scattered notes and fleeting wonder of growing up, when everything feels new, urgent and slightly out of place.” Youth can be awkward and uncertain, but it is also full of energy and a strong sense of individuality. Ouyang translates those emotions into clothing, treating fashion as a language of its own.
For Ouyang, clothing is a social language — a way of expressing identity and belonging. His move from Beijing to London, followed by his studies in fashion knitwear at Central Saint Martins, has shaped a design language where Eastern and Western sensibilities meet. Inspiration drawn from London’s underground creative scene, as well as art, film, interiors and collected objects, finds its way into his designs through unexpected details and a playful take on the familiar.
The collection brings together Ouyang’s experimental approach with everyday essentials. Utility jackets, graphic knitwear, draped dresses and logo pieces are paired with scarves, bags and boots, moving effortlessly from day to night. Familiar pieces are given unexpected twists throughout, keeping the styling relaxed but never predictable.
Natural fabrics are reworked through relaxed silhouettes and generous draping, while the knitwear carries Ouyang’s distinctive sense of texture and craft. The palette stays understated, centred around black, anthracite, navy and dark denim, with cream, camel and brown adding warmer notes.
What stands out is the tension between the familiar and the unexpected. Refined silhouettes are interrupted by softly undone shapes, while everyday pieces are offset by details that feel slightly out of place. Ouyang captures this balance in his description of the collection: “It’s chic with a little chaos: a burst of confetti just before the night comes to an end.” Even within a fashion system that moves at an increasingly rapid pace, Ouyang places importance on creative integrity, longevity, storytelling and craftsmanship. That approach carries through into the collection.
“I felt it was an opportunity to communicate our visual language to a much broader audience while staying true to the identity of the brand. It was exciting to explore how our world could exist in a more accessible context.” — Oscar Ouyang
Created with Pull&Bear, the collaboration retains Ouyang’s identity while translating it into a more accessible, everyday wardrobe. Rather than being tied to a single season, the pieces are designed to be mixed, layered and reworked, leaving room for each wearer to find their own way of styling them. At the same time, the collaboration offers Ouyang an opportunity to introduce his visual language to a much wider audience.
The collaboration was unveiled on September 18, the second day of London Fashion Week, at Rochelle School in Shoreditch. Explore the key looks from the runway below.
