Charles Jeffrey Loverboy unveiled its Autumn/Winter 2024 collection through a cinematic presentation at Silencio des Prés during Paris Fashion Week Men’s. The collection serves as a tribute to Moshkirk, Scotland, and the enduring rebellious spirit of a reinvigorated subculture that persists in contemporary times.
The narrative unfolds through fragments of paper bearing the signature of Magnus McPewitt, an 18-year-old hailing from the once-isolated Scottish village of Moshkirk. These remnants recount a peculiar event in 1979 when a meteor’s luminous burst isolated Moshkirk from the outside world. In response, the residents pioneered eclectic fashions of the era, embracing punk, dancehall, disco, new wave, and post-punk.
The AW24 Loverboy collection draws inspiration from this narrative, posing questions about whether creativity can emerge from trauma and adversity. It offers a unique perspective on the bizarre, wonderful, hedonistic, and whimsical as a response to challenging times.
The Moshkirkians, severed from the rest of society, found solace in the cultural expressions of 1979 as a way of life. Despite economic challenges brought about by Margaret Thatcher’s ascent to power, impacting northern towns and villages, Moshkirk’s commitment to the joyous elements of the late ’70s reflects resilience and recovery from the adversities of the time.
Founded by designer Charles Jeffrey, Loverboy has evolved from its inception in Charles’s East London bedroom to become an internationally recognized fashion label located in the catacombs of Somerset House, London. Now in its eighth year, the brand is available in over 90 stores globally and is supported by a dedicated team of ten full-time staff members.
Loverboy’s success is rooted in its ability to infuse the enchantment of queerness into fashion dreamscapes, drawing inspiration from Scottish history and London’s queer nightlife. Anchored in a radical sensibility, Loverboy is committed to inclusive fashion, advocating for wear ability that transcends boundaries. In its current phase, the brand explores themes of nature, the body, and queer wellness, seeking innovative collaborations with resident artists.
