Since his independent debut in 2017, Charles Jeffrey Loverboy has put on a slew of joy-inducing spectacles honoring London’s queer community, creative liberation, and hedonistic club culture. However, as the business matures—and with the help of investors Tomorrow Ltd—so does the Scottish designer’s approach to clothes-making.
For spring, Jeffrey explored the notion of queer wellness. “It’s the opposite of what we’re known for, but it’s important to have conversations about safe spaces within the queer community that doesn’t just involve nightclubs,” he said. “I’ve had my crazy, roaring 20s and now I want to exercise, sleep well, and feel healthy—it’s a different kind of awareness of the body that’s worth appreciating.”
Despite distinguishable trademarks throughout, there’s a softness to the garments that feels new, exquisite even, whether it’s in the lightweight knits and checks; billowing silhouettes on military cuts and frocks; or the predominantly pastel color palette. Jeffrey’s growth has also included an emphasis on women’s pieces, which he attributes to his womenswear designer, Ru-yenn Kwok. He makes sure to note other key names, as well: Daniel Rozsahegyi for menswear, Christopher Goodman for fabric development, and artist-in-residence Shaye Gregan for the airbrushed prints.
Collaboration is at the heart of Charles Jeffrey Loverboy. Because the designer chose to present the project in the form of a music video, a number of talented artists are involved, including dance-pop duo Nimmo (whose song “Company” is featured), director Bunny Kinney, set designer Jack Davey, movement director Kate Coyne, and stylist Matthew Josephs, to name a few. “It’s been incredible to apply my creative direction to a whole other avenue,” said Jeffrey. “It’s a new gaggle of people, along with a new process, but it’s still a play on the traditional fashion show.”
Once again, Jeffrey swerved, showing on the official schedule and as a now established household name, he can certainly get away with it. But there’s no denying that the high-spirited, creative presence of Charles Jeffrey Loverboy is sorely missed at London Fashion Week.
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