This Chinese Streetwear Brand is Shaping Dune-Style

Guangzhou streetwear brand PERSONSOUL is rising rapidly in the fashion scene, capturing the zeitgeist of a new trend among Chinese youth: the “Wasteland Aesthetic.” Their SS24 collection, “The Ancient City of Sunset,” went viral with audiences worldwide thanks to the strong visual impact of a photo shoot in the desert around Dunhuang, featuring raw, deconstructed designs and models with punk-yet-decadent makeup. Beyond the fun, experimental looks, PERSONSOUL also raises questions about sustainability and the environment, reflecting contemporary social phenomena. What’s your take on the “Wasteland Aesthetic”?