Cough in Vain is a jewelry design studio based in Shanghai. Established in 2016 by former theater actor and model Yu, the label's poetic and genderless approach to design is meant to explore the relationship between ourselves and our environment. From CIV’s own bio: “‘Cough’ represents the embodiment of our body’s inner reflection to external factors, it is an irreversible biological reaction. 'In vain,’ as it stands for the impression of repetition and meaninglessness we experience in our daily lives. Compared to clothing, accessories may not always have intrinsic practicality, but we still choose to adorn ourselves with them. In searching, we cultivate the rawest form of desire. We seek to combine these two concepts and blend them with the phenomenon of modern life: our environment, state of mind and outward thoughts."