Charles Jeffrey launches Loverboy e-commerce platform
Scottish designer Charles Jeffrey has launched an all-new virtual
destination for his label, Loverboy, which not only houses his e-commerce
with the brand’s latest collection, but also features his archive and
Customers can buy the brand’s new collection, alongside a selection of
limited-edition pieces, curated by Jeffrey himself from his archive, which
has been shot and styled by the designer himself. These range from the
designer’s signature suiting to spirited logo knitwear, Chelsea-collared
trenches, pleated kilts and Gender Symbol jewellery.
Jeffrey’s illustrations form the foundation of the new online Loverboy
world, which is hosted by virtual ‘shopkeeper’ Hamish, who the designer
describes in a press statement as a “mildly inebriated Scottish punk who is
heard across an audio landscape of idiosyncratic adverts” by Robert Fox
throughout the platform.
The London Fashion Week favourite states that the creative intention for
the site was for it to feel as close to a video game as possible, as he had
aspirations of being a game designer as a child.
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The e-commerce platform swirls with hand-rendered motifs and illustrated
characters, framed by the gender symbols used to celebrate and shout about
genderfluid, genderqueer, non-binary and transgender identities.
Exclusive prints are available to buy on the site, marking the first
time Loverboy has retailed Jeffrey’s artwork publicly outside of private
The website launches with the designer’s autumn/winter 2020 collection,
‘Hell Mend You’ which is described as “a true homage to the youth of
Glasgow”, featuring the brand’s signature tartan. The inspiration behind
the new collection forms the backbone of the new platform, sitting
alongside an edit of Loverboy’s online-only pieces including jersey,
sweats, keyrings and accessories.
Images: courtesy of Charles Jeffrey Loverboy