Charles Jeffrey Loverboy's FW24 Campaign Celebrates 10 Years in Business
It’s the “calm before the storm,” Jeffrey said. “It’s joy, it’s colour, it’s Scottish magic, it’s playfulness.”
Charles Jeffrey Loverboy is celebrating its 10th anniversary this year, so its Fall/Winter 2024 collection is much more than just a simple line of clothes; it’s a toast to one decade of the brand’s fanciful universe.
It’s the “calm before the storm,” Jeffrey said. “It’s joy, it’s colour, it’s Scottish magic, it’s playfulness.” The brand’s FW24 campaign, shot by Alex Petch and styled by Ben Schofield, articulates the creative director’s liberated sentiment.
The line sees punk and yoithfulness converge across a number of silk jacquard monogram suits, which are finished with oversized safety pins. Zebra print boots complement straight trousers, while miniskirts in all black are decorated with rivets and buckles.
Zip-up tops come in anarchic yellow, and red double-breasted coats appear like they’ve been pulled straight from a vintage closet. The line features its own tartan, which manifest across coats, blazers and trousers, and argyle commands an “almost apocalyptic” jumper.
Down the line, ethical knitwear features large patchwork elements and loose builds. Among the cozier silhouettes, a jumper houses “LOVERYBOY” lettering, while elongated scarves and little black dresses are skewed at the hem. Polo tops, too, feature stripes that alternate between black and grey tones.
See Charles Jeffrey Loverboy’s Fall/Winter 2024 campaign in the gallery above.
