For many cutting edge innovative designers one of their biggest problems is the myriad of agents, reps, sales showrooms, press etc that they have to overcome to get their clothes into the hands of the people who love wearing,
The talented Charles Jeffrey the man behind the LOVERBOY label decided to bypass this problem by launching a new digital platform that connects him direct with his customers.
To get a site to match the clothes Jeffrey commissioned James Musgrave to design a whole experience in which to show pieces HELL MEND YOU, Loverboy’s AW20 collection. Plus the site also offers access to limited edition reissued pieces from the brand’s archive, as well as a range of online-only pieces and a series of exclusive prints
The site has its video game style interactivity amplified by Robert Fox’s audio landscape of eerily trippy LOVERBOY ‘adverts’, punctuated by the slurred quips of Hamish, the lovably potty-mouthed, “mildly inebriated” guardian of LOVERBOY’s virtual realm.
Labels: 2020, Charles Jeffrey, fashion, Loverboy
