Transmission Incoming
Charles Jeffrey Loverboy hijacks daytime television for SS27 and Aeolian Afternoon is the most gloriously unhinged fashion film you'll watch this season.
Charles Jeffrey LOVERBOY has released AEOLIAN AFTERNOON, its SS27 collection, presented as a digital film. The London-based label, founded by Scottish designer Charles Jeffrey, has built its reputation on gender-fluid, queer-informed fashion that draws on art, music and nightlife.
Now in its eighth year and stocked in over 90 stores globally, the brand has grown from Jeffrey’s East London bedroom to an international operation, while retaining the radical, inclusive sensibility that defined it from the start.
The film is hosted by two LOVERBOY creatures, Grom and Lin, and centres on the OGB, or Ominous Growing Brick, a monolith for today’s algorithmic culture and its constant demand for attention. The creatures inhabit a deadpan, strange world in the style of daytime television. It’s an unnerving and gripping watch that uses fashion, performance and music in a tangled language.
As the film makes clear: “military details are in.” Rips, splatters and chemical treatments run through the vintage and military-inspired pieces. The colour palette references Renaissance tones, sourced from fruit and vegetables. The brand describes itself as a truly digital-first DIY brand, and that ethos shows up in the finish of the clothes: denim looks worked over, shoes appear taken apart and put back together and knitwear is uneven.
Techniques developed through Jeffrey’s No Wave Couture practice introduce a more sculptural dimension to the collection, which also includes what the brand calls the cursed animal-bag family, floral artisanal beanies and handcrafted embellishments.
