Charles Jeffrey has released a lookbook and short film for his Loverboy brand's Spring 2027 menswear collection. The decision follows challenges from the past year tied to the sale of Italian fashion incubator Tomorrow Ltd.
Jeffrey noted that the format allowed more time to refine the clothes and review the brand after 12 years. "It’s been 12 years, and a lot of experimentation has happened along the way, but sometimes you need to have a review," he said.
The designer created 10 couture looks as research for the ready-to-wear line. These included Vionnet-inspired draping and punk-inflected tailoring. Harry Styles wore a Loverboy shirt and shorts to Wembley Stadium earlier this week.
The collection appears in a short film called Aeolian Afternoon. It parodies a British daytime TV show set in a post-apocalyptic future. Jeffrey described the styling as a protest that returns to the brand's anarchic roots.
"For weirdos, by weirdos," he wrote in the notes.