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Mon 13 Jul

Creating under lockdown like many, Charles Jeffrey looked to core brand values, reflecting on what his eponymous brand Charles Jeffrey LOVERBOY resonates with and is inspired by. As such, Jeffrey’s Pre-Spring 21 collection is a reflection of 80s music posters and club-kid icons, embodying the energies of both in oversized hoodies, knee-length shorts, berets and peaked caps. Unisex in design, the collection harks of The Buffalo Era, one can practically hear Neneh Cherry while perusing these casual, quirky pieces.

Loaded with attitude, the collection has imagery of Jeffrey himself layered on each garment. Abstracted and distorted, the images perfectly encapsulate the LOVERBOY spirit of telling a narrative through transformative make-up. The self-portraiture is not only a witty creative venture to come from being in isolation, but something that represents the LOVERBOY community and the personal feel of the brand. The signature LOVERBOY merino knits have returned for this collection too, complete with quirky illustration and statement logo.

The collection with its oversized fits, cotton fabrications and relaxed styling feels in keeping with what we all want to be wearing at present but with its anarchic imagery and energetic styling remains true to the LOVERBOY ethos. Commercially, this is a brilliant capsule of evergreen pieces so accessible that one hopes these styles become staples in the LOVERBOY repertoire.