An extravagant and theatrical show from the design duo that are rapidly earning themselves a place as the must-see show of London Fashion Week. This season it was a party theme with huge balloon arches towering across the stage and a pre-show soundtrack that included the Spice Girls' 'Wannabe', which received its own little cheer from the front row. Opening with a group of dancers dressed as versions of Courtney Love Hole era, with silk baby doll dresses, entering onto the stage to dance like bemused puppets. As the models started to walk the looks were more playful than last season, with those baby doll dresses also being worn, chequerboard cardigans, some with detailing and cut outs on the chest.
Huge bouffant fluffed up dresses also added to this idea of dressing up and party outfits. Throughout the collection were a myriad of colours, but all relatively soft, glamorous and statement, but at the same time wearable. The volume came back through again with fluffy bolero jackets and huge stacked wedged sole shoes in metallic colours. As the show progressed detailing became more ornate in the shape of floral embroidered patterns and the overall cute and ever so slightly sinister mood was highlighted in the cartoon characters sequin motifs seen on jackets, dresses and shirts.
Dazed Digital: What was the theme of the show? Edward Meadham: It was about anti-beauty and anti-pageants, like an anti-popularity contest. We wanted to reference pageant winners and show girls, that idea but in a kind of contrasting way.
DD: How many courtney's did you have? Edward Meadham:Not as many as we should have. There was fourteen in the end but ther was going to be 20, they were all dancers. She wasn't a reference or an inspiration but we have become friends and have been talking a lot throughout the whole design process. We have kind of the same aesthetic and the same brain patterns, but technically physically I haven't met her. DD: Where did all the cartoon emblems come from? Edward Meadham:I started collecting 40s and 50s birthday and valentines day cards a little while ago and they all came from there. DD: What makes you want to put on such a theatrical show? Edward Meadham: It helps us tell the story of the collection and at the same time we get to have some fun and play around with it. At the moment I am really interested in the idea of pushing everything as far as possible.