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In collaboration with photographer Dexter Lander, Jeffrey – an established stylist in his own right – is behind a colourful and comedic campaign celebrating the product. Of the campaign, Jeffrey comments: “It almost happened by accident, but whilst on set we started realising that what we were building was a kind of mash-up of some of the visual cues of eccentric Britishness that I love the most: Culture Club, The Mighty Boosh, a bit of David Bowie. What ties them all together is colour, a sense of performance, a dispensing with gender norms. It's a lot of things I love - remixed.”
Glaswegian designer, artist and radical creative Charles Jeffrey, 28, is the man at the helm of the fashion industry's most talked-about new addition: Charles Jeffrey LOVERBOY. The label is both a fashion brand and a cult club night, each informing the other. As noted by US Vogue, "Jeffrey is currently the upholder of all that is human, creative and cheerful about British Fashion."