Motoguo makes a comeback at Shanghai Fashion Week 2026 and recognised with Fashion Future Award at the inaugural New Wave Fashion Awards.
Chen Sifan, Feng Chen Wang, Moto Guo and Kinder Eng
Founded in 2015 by Moto Guo and Kinder Eng, the Malaysian brand is beloved for its uniquely nostalgic aesthetic; its meteoric rise in the global fashion industry saw milestones achieved in quick succession, such as being shortlisted as a semi-finalist for the 2016 LVMH Prize, its founders featured on the Forbes 30 under 30 Asia List 2022, and Motoguo pieces spotted on one of Netflix’s biggest series, Emily in Paris, on Lily Collins. However, Motoguo decided to take a two-year hiatus in 2024, to recalibrate its business model and adapt to the fluctuating luxury market in Asia and the West.
This year, it makes its highly anticipated comeback at Shanghai Fashion Week 2026 as part of the Shanghai Fashion Designers Association’s Creative Talent Programme and finalist for its inaugural New Wave Fashion Awards, backed by strategic partner Dior and creative talent partner Moncler.
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As part of this programme, Motoguo showed its Autumn/Winter 2026 collection at a showroom in Pacific Xitiandi Center with a corresponding exhibition in the Somekh Building. The latter, entitled We Eat Fear for Breakfast!, is based on the creative directors’ own philosophy and interprets the motto both literally and metaphorically. A faux plant installation, custom made by Zahuohang, is placed between window frames of the Somekh Building to resemble food remnants caught between teeth.
The clothes in the collection revert back to childhood comforts, such as old toys and books, to validate the “constant fear, self-questioning, and pressure” of being creative but reframes it as a launchpad for imagination. A therapeutic photobooth is set up for the public to produce a ‘fear composition report’, inviting guests to take a photo, identify their fears, and “boo it away!”. This level of planning and thoughtfulness, also present in the pop-up activations in Shanghai and Kuala Lumpur leading up to We Eat Fear for Breakfast!, earned the brand the Future Force Award.
Fellow designers Feng Chen Wang and Chen Sifan won the Visionary of the Year award and Public Impact award respectively. The three winners beat out Angus Chiang, 8on8 by Gong Li, and Mayali by Maya Li.
Take a closer look at We Eat Fear for Breakfast! below.
