The Festive Event Drew an Eclectic Crowd to Celebrate the Free-Spirited Brand
Charles Jeffrey Loverboy celebrated the release of its Fall 2024 collection with a special in-store celebration at the conceptual boutique Machine-A in Soho, London. The festive event included a raffle, special performances, and drinks.
Approaching its ten-year anniversary this year, Charles Jeffrey Loverboy has enjoyed a steadily growing cult following, leading the eponymous designer to show in Milan during men’s fashion week for the last two seasons. For Fall 2024, the free-spirited brand opted to shake things up again, hopping over to Paris and presenting the new collection via a conceptual short film, rather than a runway show.
Titled “The Curious Case of Moshkirk & Booness,” the film imagines a world wherein the fictional village of Moshkirk in Northern Scotland was cut off from society in 1979 due to a mystical meteor strike nearby. Isolated from worldly trends and infused with alien magic from this astronomical event, the villagers went on to develop new fashion and musical styles of their own. In the latter half of 2023, as they were designing their latest collection, the Charles Jeffrey Loverboy team was mysteriously contacted by a young Moshkirkian, who informed them of the village’s mysterious sartorial predicament – and the collection was born.
Combining phantasmagorical animation, live footage, and a driving post-punk party soundtrack, the film tells this story before exploding into a kaleidoscopic amalgamation of dance, music, and fashion.
