Charles Jeffrey Loverboy Fall 2024 Ad Campaign

Review of Charles Jeffrey Loverboy Fall 2024 Ad Campaign by Creative Director Charles Jeffrey and Photographer Alex Petch with models Elizabeth Whibley and Dylan

Carrying its colorful punk spirit forward into new territory of music and storytelling, Charles Jeffrey Loverboy launches a delightfully irreverent Fall 2024 campaign.

Approaching its ten-year anniversary this year, Jeffrey’s London-based brand has enjoyed a steadily growing cult following, leading the 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. The song’s sing-alongable chorus – “I’m not a boy; I’m not a man” – cleverly speaks to Charles Jeffrey’s punk-informed rejection of gender binaries and ability to combine childlike whimsy with serious design chops.

Accompanying the film, a new set of photography by Alex Petch offers another look at the expressive styles, mixing and matching them into colorful new combinations with an editorial visual perspective.

Celebrating its first ten years as only they know how, Charles Jeffrey Loverboy serves up an irrepressibly imaginative and explosively energetic ode to breaking down boundaries, whether historical, sartorial, gendered, geographic, or otherwise. But it’s also a confirmation that the brand has no intention of slowing down, and we’re looking forward to the next decade.