Oscar Ouyang turns youth culture, personal identity and the energy of London’s underground creative scene into a new collection with Pull&Bear. Created through the brand’s partnership with the British Fashion Council’s BFC NEWGEN programme, the collaboration explores the way clothing becomes a language between different cultures, communities and generations.
Pull&Bear worked as Principal Partner of BFC NEWGEN and its Canvas for Creativity project since 2024, supporting emerging designers through financial backing, mentorship and intentional visibility. Ouyang now brings his own perspective to the platform, creating a collection that captures the contradictions of growing up, where music, ideas, friendships and individual expression constantly collide.
“Subculture is where young people collide,” Ouyang explains, describing a world or exchanged ideas, scattered thoughts and fleeting moments that shape identity.
Chic With a Little Chaos
The collection builds a complete transitional wardrobe for men and women, balancing more expressive garments and everyday essentials. Utility-inspired jackets sit alongside graphic knitwear, fluid shirts, draped dresses, relaxed trousers and reworked denim.
Ouyang plays with familiar silhouettes. Natural materials gain new textures and proportions, while traditional garments become softer, more relaxed or even deliberately disrupted. Knitwear plays a particularly important role, reflecting the designer’s training at Central Saint Martins, where he studies Fashion Knitwear at both undergraduate and master’s level.
The colour palette shift between black, anthracite, navy and dark denim before opening into cream, camel and brown. Narrow scarves, bags and boots complete the collection, adding vintage references and a more urban feel.
Fashion Between Cultures
Ouyang’s approach comes from a life spent between cultures. After moving from Beijing to London almost a decade ago, the designer developed a perspective shaped by the meeting point between East and West. He treats clothing as a form of social language, using it to explore identity, belonging and transformation.
His creative references extend beyond fashion into art, interiors, found objects and cinema, while humour and unexpected elements prevent the garments from feeling overly polished. That tension runs throughout the Pull&Bear collection, where nostalgia meets urgency and elegance leaves room for imperfections.
Through BFC NEWGEN, Ouyang now brings that visual language to a wider audience. Pull&Bear’s international reach gives the designer another context in which to explore his ideas, while the collection maintains the storytelling, craftsmanship and cultural observations that define his work.
Oscar Ouyang Turns Youth Subculture Into a New Pull&Bear Collection
