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Charles Jeffrey LOVERBOY creates revenue streams for UK Black Pride and Kaleidoscope Trust during Digital LFW

Sadiyah Ismailjee
15 June 2020

Charles Jeffrey LOVERBOY used his platform during the first Digital London Fashion Week to create revenue streams for UK Black Pride and Kaleidoscope Trust.

The label’s dual used a live streamed virtual talent showcase and a capsule collection launch to support the black rights movement.

The series of work released featured a creative project split in two halves: a capsule collection launch supported by a photographic campaign, and a live-streamed talent showcase. Each supporting charities working to support marginalised communities.

5% of the proceeds from global sales of this collection will be donated to K Black Pride and Kaleidoscope Trust.

The creative project titled SOLASTA, used a talent showcase and fundraiser, live streaming from Dalston’s VFD (where the LOVERBOY club night, and subsequently the label, was born).

The creative project showcased creative expressions from Londonbased, multi-disciplinary Black creatives: Dancer Malik Nashad Sharpe, singer/songwriter Rachel Chinouriri, poet and activist Kai-Isaiah Jamal, commentator and presenter Miss Jason of Jason’s Closet, and fashion designers (and former students of Charles’ via lecturing at The University of Westminster) Halina Edwards and Catherine Hudson.

SOLASTA took place in tandem with the launch of a new capsule collection from the label. The 20-piece unisex collection, entitled (Self)Portrait of a LOVERBOY, is comprised of graphic jersey, knitwear and accessories. The collection will be sold globally in December 2020, and proceeds will be donated to Kaleidoscope Trust.

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