ART OF NOISE AW22

The AW22 collection from Charles Jeffrey LOVERBOY is what initially opened my conceptual lens to combining the arts with fashion.

From navigating his release of ‘Art Of Noise’, I admired how Jeffrey stepped out of his comfort zone of fashion and dipped his feet into the music industry, collaborating with producers to establish his own 8 figure album of eclectic sounds which was inspired by the documentary ‘Wild Combination: A Portrait of Arthur Russell’. The music interchanged from classical, to industrial to disco- something I believe is a deep resonation of his brands identity of chaos and colour. I admired the depth behind its narrative too, which was intended for one to think of music in 3 ways- the physical, the cultural and the emotional. It took the listener on a journey of hypnosis, immersing them into the multifarious rhythms, allowing one to connect with the garments through sound. Linking back to my prior research, I can depict an inspiration from the likes of Vivienne Westwood, who utilised the popularity of the Sex Pistols to market her garments at SEX.

Since Generation Alpha are wanting more from brands, it is essential to look beneath the surfaces to unearth an authenticity and experience which is totally unique; I feel Jeffrey has touched upon this and improved his modes of communications, so they are more innovative. This collection demonstrated him ripping up the fashion rulebook and subverting the typical runway and physical events. I think this emphasises his attempts to accommodate a younger audience wanting more from the fashion industry, as well as his meticulous craftsmanship to create the unexpected.

Moment of reflection….

Researching into this at a greater extent has pushed me to consider my modes of thinking and how I can excel my concept to be more than just fashion and instead a collation of the arts. I have already pondered with the idea of incorporating a collaboration with music within my 360 campaign, but could I manoeuvre this away from the likeability of Charles Jeffrey’s attempts and perhaps look towards another form of the arts to coincide with?