22 June 2024

Charles Jeffery Loverboy at LFW Men’s by Sam Elliot using label.m

Backstage at London Fashion Week with TONI&GUY Artistic Director, Sam Elliot. He created the Spring/Summer ‘25 look for Charles Jeffery Loverboy using label.m Professional Haircare.

Charles Jeffery Loverboy

This collection is a visual and material milestone in Charles Jeffery Loverboy’s history. It’s a meditation on the enduring themes and temporalities that shape our universe. For SS25, LOVERBOY’s design process was led by consideration of the ways that clock-time shapes, social life and thus becomes tied to expectation and notions of respectability. Nods towards nightwear and undergarments jostle against references to formality and outerwear. There’s a muddling of sartorial codes of labour and leisure, as well as public and private.

Through drape and deconstruction, LOVERBOY has sought to cultivate a sense of becoming and undoing. It evokes clothing pulled hurriedly around the body as well as the gradual unravelling of a look over the course of a day. Ringed eyes and tousled hair hint further at the realm of slumber, refracted through a distinctly post-punk sensibility. 

The Hair 

International and British Men’s Hairdresser of the Year, Sam Elliot headed up the TONI&GUY Session Team and brought to life LOVERBOY’s vision. The hair focused on imperfected silhouettes and worked with natural textures. This creates sculpted irregular shapes and also anti-gravity hair. The key in creating these styles is the LABEL.M Haispray and LABEL.M Texturising Volume Spray, the ultimate backstage heros for creating runway ready hair – the bolder the better. 


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