By Charles Jeffrey’s Loverboy brand is indeed celebrating a significant milestone, marking 10 years of its unique and playful presence in the fashion industry. The brand, which began as a queer club night and evolved into a fashion label, has been recognized for its eclectic mix of tartan, punk, and anarchy-inspired designs. It has garnered attention from celebrities like Tilda Swinton and Harry Styles, and has been praised for its human, creative, and cheerful contribution to British fashion.
The anniversary exhibition, “The Lore of Loverboy,” at Somerset House, showcases the brand’s journey from its underground beginnings to its current global recognition. It features early works, the creative process, and the brand’s signature tartan, which was registered with the Scottish Register of Tartans in 2018. The exhibition also highlights the collaborative nature of the brand and its studio’s atmosphere, with a sewing table display that includes various items to give visitors a sense of the brand’s workspace.
Jeffrey’s approach to fashion is described as having a sense of humor and not taking itself too seriously, while also validating mistakes. This philosophy is evident in the brand’s designs, which range from outlandish to adorable, including best-selling hats with bunny and cat ears.
The brand’s future looks promising, with plans for further investment and expansion, despite the challenges faced by other British brands in the current economic climate. Jeffrey reflects on the impact of Brexit and gentrification on London’s voice and nightlife but remains optimistic and celebratory about Loverboy’s achievements and its unique take on fashion.
