Scottish designer Charles Jeffrey has marked a significant milestone in his career, celebrating the tenth anniversary of his brand, Loverboy, by taking over Central London’s Somerset House. In a turbulent period for the UK fashion industry, Jeffrey’s infectiously joyful brand offers a beacon of innovation. 

Loverboy originated as a queer club night in east London, and has since evolved into a celebrated fashion label with a dedicated following.  Jeffrey has dressed notable figures like Tilda Swinton and Harry Styles.

The SS25 showcase was a testament to Loverboy’s signature queer-meets-punk identity, presented with unapologetic flair. Models, as if struck by Cupid’s arrow, tumbled down the runway in a captivating display. The collection featured oversized jumpers, shirts with arrows shot through, reimagined army and sailor uniforms, paired with Loverboy’s distinctive animalistic headgear, with peeling banana boots adding a playful touch.

Somerset House, which has housed his studio since 2016, was a fitting venue for this celebration. The event also inaugurated The Lore of Loverboy, a retrospective exhibition in the Terrace Gallery, chronicling the brand’s evolution from a queer club night at Vogue Fabrics in Dalston to a fashion powerhouse.

As the music dimmed and models exited backstage, American icon Beth Ditto returned to deliver a rousing rendition of Patti Smith’s “Gloria.” The 41 looks then danced up and down the runway, honoring Charles Jeffrey Loverboy’s decade-long journey. The SS25 collection celebrated bright, queer identities, encouraging bold self-expression and cherishing life’s fleeting moments.

Visitors can view The Lore of Loverboy exhibition from 8 June – 10 September 2024 at Somerset House. Tickets operate on a pay what you can scheme to ensure accessibility.