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Charles Jeffrey unveils new virtual destination

Lauretta Roberts
24 July 2020

Charles Jeffrey has unveiled, a new virtual destination that combines the genderfluid designer's current collection with his archive and artwork.

Customers can buy the label's latest collection on the site but also a selection of limited edition pieces, curated by Jeffrey himself from his archive, which have been shot and styled by the designer himself.

Jeffrey's illustrations form the foundation of the LOVERBOY world, which is hosted by virtual "shopkeeper" Hamish, who is described as a mildly inebriated Scottish punk who is heard across an audio landscape of idiosyncratic "adverts" by Robert Fox throughout the platform.

Charles Jeffrey

Hamish the "shopkeeper"

The designer said the creative intention for the site was for it to feel as close to a video game as possible, enabling Jeffrey to realise a childhood ambition to be a video game designer.

Hand-rendered motifs and illustrated characters, framed by the gender symbols used to celebrate genderfluid, genderqueer, non-binary and transgender identities, feature across the site with some exclusive prints available to buy online for the first time. His artwork has previously only been able to be acquired through private commissions.

The AW20 collection, HELL MEND YOU, is "a true homage to the youth of Glasgow", with the brand’s signature tartan as its lifeblood. It forms the backbone of the new platform, sitting alongside an edit of LOVERBOY’s democratic online-only pieces: jersey, sweats, keyrings and accessories.

Scottish designer Charles Jeffrey is a graduate of Central Saint Martins and is considered to be one of the most exciting young designers of his generation. As well as being sold on the new platform, his designs are sold in some of the world's most prestigious retailers including, Browns, Galeries Lafayette and Dover Street Market.


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