By Celebrating its 10th anniversary, Charles Jeffrey’s Loverboy brand, which began as a queer club night in East London, has made a significant mark on the fashion scene. With fans like Tilda Swinton and Harry Styles, Loverboy has evolved from its club roots to a global fashion presence, all while maintaining its playful and rebellious spirit.
The brand’s anniversary exhibition at Somerset House showcases its journey, featuring everything from early club night posters to avant-garde designs that have graced red carpets. Jeffrey’s approach to fashion is deeply rooted in the London music and party scene of the 2010s, with the brand’s funding originally stemming from the club nights themselves.
Loverboy’s aesthetic is a blend of tartan, trash, and punk, with a touch of anarchy and paganism. The brand’s signature tartan, inspired by Jeffrey’s clubbing makeup and registered with the Scottish Register of Tartans, symbolizes its playful engagement with heritage.
The exhibition, “The Lore of Loverboy,” not only highlights the brand’s creative process and DIY ethos but also its collaborative nature, which Jeffrey emphasizes as honoring everyone involved. From upcycled dresses to bungee cord belts, Loverboy’s designs reflect a philosophy of “availabilism,” making the most of available resources.
As Loverboy looks to the future, seeking further investment and growth, Jeffrey reflects on the impact of Brexit and changes in London’s cultural landscape. Despite challenges, the brand’s 10-year milestone is a testament to its enduring voice and unique take on fashion, which Jeffrey describes as having a sense of humor, embracing imperfections, and celebrating the queer experience.
