Charles Jeffrey Loverboy has launched its Fall/Winter 2024 campaign, and as is customary with the brand, the campaign includes a series of strange and somewhat mysterious but undoubtedly entertaining images.
With Jeffrey in creative control, the designer was Ben Schofield with photographs taken by Alex Beach.
It’s part of the year-long “The Curious Case of Mushkirk and Bones” campaign introduced for its 10th anniversary, and the fall edition comes with a cryptic caption.
“Something weird was happening,” the company said of the fall/winter 2024 release. “The clothes were moving, twisting, and even making sounds. Some even started growing eyes, arms, and legs. Tongues appeared on bags, legs appeared on shoes, ears appeared on hats. And all the clothes started to have these labels that said ‘Charles Jeffrey Loverboy,’ with this little monster underneath.”
“These words, handwritten on scraps of paper, arrived at our headquarters as we were designing our Fall/Winter 2024 collection. Signed by Magnus McBoit – no, we hadn’t heard of him before either – this 18-year-old from the lost Scottish village of Moshkirk informed the team of his ordeal.”
The reference to the Bonis Monster relates to “the heart-stealing serpent that roams the cold waters near the village of Mushkirk.”
The idea is that the village was cut off from the outside world in 1979 by a meteor, so the villagers were “pioneers of 1979 fashion. Think punk, dancehall, disco, new wave, new wave, post-punk. It was a trend,” says McBoyt. Teenagers and grandmas alike embraced the culture of that bygone era, to the point of obscurity. In the push and pull between then and now, the Moshkirks’ fascination with 1979 has become a way of life, for better and for worse.
The production company said that 2024 is similar to 1979 in many ways (such as the economy, inflation, and tough times in general). It added: “But through trauma comes creativity: When we go through the worst, can the weird and wonderful and fun and ridiculous things come to life in order to say something bigger?”
So the Fall/Winter 2024 collection and its advertising campaign are odes to “Mushkirk. Scotland. And the rebellious spirits of a resurgent subculture that’s still going strong today. It speaks to magic, tales, stories, and mischief, all in a way that celebrates Charles Jeffrey Loverley in all its playful glory.”
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