Fashion house CHARLES JEFFREY LOVERBOY unveiled its Spring Summer 2024 Collection that fuses tradition and innovation, with a fashion show on June 18th, during the ongoing Milan Fashion Week. With each new era, new questions arise, and some age-old questions remain unanswered. As individuals living under the reign of King Charles III, the brand creatives ponder how this new chapter in British history will be remembered and what changes it may bring. LOVERBOY presents These New Caroleans as a manifesto – a sartorial declaration of the brand’s intentions – embracing the radical potential of queer futurity. It is a subversive coronation in which everybody wears a crown. This season, Charles Jeffrey wipes the slate clean, ready to rewrite the narrative with a message of hope. This year’s move to the brand’s second home in Milan has provided LOVERBOY with a fresh perspective on its sense of place and identity. As a British fashion house, LOVERBOY endeavors to exemplify the nation’s finest qualities by fearlessly showcasing its mythic, multicultural essence. In addition, the brand believes that the brilliance of British fashion is derived from its rebellious innovation and refusal to conform to authority, thereby celebrating individual expression.
SPRING SUMMER 2024 COLLECTIONS
Hark! Do you hear it? A sound in the distance, an echo from the future. The rhythmic thudding of a forward march, the amassed footsteps of These New Caroleans. We swear that we will pay true allegiance to each other, and to our limitless potential, according to law. So help us all.
LOVERBOY now ventures into AI-assisted design, recognizing that we are on the cusp of yet another era, in which artificial intelligence will influence our futures. Utilizing image generation technology, this collection combines the traditional attire of the original Caroleans from the Restoration of 1660 with high-tech activewear. The outcomes are characteristically eccentric. Day-Glo stockings paired with matching track jackets coexist with delightfully unpredictable floral prints generated by artificial intelligence, which disclose mesmerizing patterns upon close inspection. Elsewhere, These New Caroleans combine 17th-century elements with contemporary silhouettes and fabrics in a seamless manner. LOVERBOY combines acidic color palettes with modern interpretations of tartan, while the brand’s enduring fixation with wellness inspires innovative perspectives on activewear. In addition, the collection features elaborate suits of armor meticulously crafted from pre-owned Wedgwood jasperware, symbolically shielding These New Carolinians as they boldly advance into the future. These extraordinary pieces honor Josiah Wedgwood’s legacy as a politically engaged arts patron, foreshadowing future collaborations between LOVERBOY and Wedgwood.
By incorporating music into the SS24 collection, Charles Jeffrey expands LOVERBOY‘s creative universe. The performance involves an original composition written and performed by Charles himself, his frequent musical collaborator Tom Furse, and Ray Laurél. This track, titled “Under The Cannon,” is LOVERBOY‘s bold call to arms for a generation of young people who are marginalized and disillusioned by the current political climate. It is an anti-coronation anthem that satirizes the language of militaristic marches on purpose in order to inspire a procession of protest and unity that promotes equality and inclusivity.
These New Caroleans invite you to embrace a vision in which tradition and innovation coexist, in which historical narratives and avant-garde expressions intertwine. Together, they march forward, forging a future that is both bold and resplendent.
Discover every look from the CHARLES JEFFREY LOVERBOY Spring summer 2024 Collection in the gallery below:
Creative Director: Charles Jeffrey
Show Art Director: Bunny Kinney
Stylist: Ben Schofield
Casting: Sabrina Mastrangelo
Hair: Claire Moore for Schwarzkopf Professional
Make up: Terry Barber for MACcosmetics
Movement Director: Kate Coyne
Production: Daniel Hettmann
Lighting: Hydra Design
Press: Purple PR and GMPR Milano
Trainers by: Umbro
Film: Thomas de Cruz Media
Team: Naomi Ingleby, Diani Diaz, Daniel Rozsahegyi, Emma Istvanffy, Sophia Cook Browne, Christopher Goodman, Raquel Maillo, Charlie Hughes, Gloria Mach, Caoimhe Kelly, Mauricio Stein, Nataliya Brady, Lucy Sinnot
Assistants: Danis Thapa, Erika Laura Kaija, Pernilla Weinholz, Aruzhan Moldasseitova, Golsa Kabir, Xinyue Zou
Wedgwood sculptural pieces designed by: David Curtis-Ring
Special thanks to: Stefano Martinetto, Giovanni De Marchi, Giancarlo Simiri, Tim Ryan, Elena Troulakis, Julie Gilhart, Sandra Federighi, Fabrizio Laconi, Ben Love, Thomas Prees, Allegra Zanon, Maddalena Boschin, Miriam Fahim, Aria Fujiyoshi, Laura Thomas, Ilaria Buso, Chaymae El-Ella, Luca Gallo, Andrea Ferrari, and all the Tomorrow team, Alice Bastin, Mark Fleming, John Earnshaw, Catherine Kim, Zheng Baoji, Keeley Dawson, Francesca D’Alessio, Anna Makri,Thiers Brandao, Eilish Briscoe, Javier Ruiz, Giulia Masla, Eleonora Rizza, Nancy Oakley, Andrew Ceciliato, Michael Dale, Penny Watson, Carolyn Batista, Andrew Lister, Joseph Morrow, Laura Smith, John Redman, Clara Guerrier, Rohma Ejaz, Megumi Keogh, Arnis Koleda, Tale Studio Milan, Paola Ledderucci, Nicolo Carta, Roxy Wittrick
Runway soundtrack: Show music ft new single by Charles Jeffrey LOVERBOY entitled ‘Under the cannon’ Produced by Tom Furse in collaboration with Ray Laurél, Lyrics and vocals by Charles Jeffrey
