Charles Jeffrey Loverboy Makes Paris Debut With Fashion Film

The Scottish Designer Shared a Cinematic Departure From the Runway During Paris Men’s Week

Continuing its unpredictably playful streak, Charles Jeffrey Loverboy’s Paris debut saw the brand eschew a runway show and opt to share a fashion film as part of Paris Men’s Fashion Week Fall 2024.

Approaching its ten-year anniversary, 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.

The cinematic synthesis of playful fashion design and post-punk style is also meant to be a teaser of the brand’s impending tenth anniversary celebrations, which will continue to play out across Paris.