The fashion label is taking the collaboration far beyond the runway with a limited edition vibrator being sold online.
Name a fashion brand that hasn’t done a collaboration and you’d surely find none. Take the recent New York and Milan Fashion Weeks as examples. Jason Wu partnered with Chinese artist Tong Yang-tze for his spring-summer 2025 collection called “INK.” Meanwhile, AVAVAV weaved fashion and sports together in its new collab with Adidas Originals.
Fashion clearly rules the world, making collaborations like these inevitable. The latest addition to the extensive list — that of RUIbuilt and Osuga — further pushes the boundaries of what fashion can create. So much so, that it came as quite a surprise at the opening of this year’s Paris Fashion Week.
On Sept. 23, fashion label RUIbuilt unveiled its collaboration with Chinese sex toy company Osuga which promotes fashion and sexual wellness. The collaboration was previously teased by the adult toy brand with a playful video showing its limited edition Osuga x RUIbuilt vibrator sailing and flying across Paris.
“Our limited-edition Tremble, created in collaboration with RUIbuilt is missing!” the caption read. “Oops, turns out it secretly swarm off to Paris! Looks like it couldn’t wait for Paris Fashion Week—see you there!”
Meanwhile, RUIbuilt’s spring-summer 2025 showcase simulated a sensual experience through its soft fabrics and cut-out designs crafted by popular fashion designer and the brand’s founder, Rui Zhou.
Zhou’s new collection, titled “Lingering On,” was presented in a muted space with white walls and concrete floors. The brutalist interiors provided a good contrast to the Chinese designer’s masterpieces defined by abstract lines and web-like knits that stick to the skin.
The use of liminal space — eerie empty areas that are commonly a place of transition — echoes the concept of Zhou’s designs. The RUIbuilt founder stated in the show’s notes that like liminal spaces, her latest creations evoke familiarity and mystery, perfection and imperfection, softness and structure.
This is evident in how Zhou designs beyond the typical silhouettes of body garments, with the use of flowing fabrics, intricate cut-outs, and fine threads that even had two models woven together.
RUIbuilt’s spring-summer 2025 collection features thin, stretchy straps that highlight and, at the same time, cover areas of the skin in a move to challenge social norms that dictate what should or shouldn’t be revealed in the body. Silk draping turns the garments into an extension of the body’s movement.
Notable pieces include body-hugging sheer knitwear with the brand’s signature cut-outs and embellished with pearl beads. The main star of the show was a web-like piece made out of stretchy fabric that molds to the body and conjoins one model to another.
Unlike most Fashion Week shows where models sashayed down the runway with a bag on hand RUIbuilt’s exhibition made a statement with Osugas’s sex toys being showcased to the audience.
They didn’t only see them but, in fact, took them home as guests were gifted with the body massagers to further promote the collaboration’s purpose of promoting sex positivity.
The campaign was intended to go beyond the runway with the adult toy brand putting up its Osuga x RUIbuilt limited edition vibrator on sale through its website with free shipping worldwide.
