My Favourite Brand: Charles Jeffrey Loverboy
Charles Jeffrey Loverboy is a fashion brand that emphasises strong personal style through the use of colours and patterns. The strong brand identity of punk and edgy style has been well known for. The brand delivers its punk element majorly through the styling and photoshoot for their products. The brand also uses moving image on its home page which is a different but outstanding decision in comparison to other fashion brands targeting the similar group of consumers.
Charles Jeffrey Loverboy is a brand that doesn’t intensionally differentiate its clothing into menswear and womenswear. This can be noticed through its navigation page. The brand has listed the different types of clothing as well as the accessories, but no clear gender guides are presented on the page. Accessories are the highlights of the brand besides their clothing, or might have been even more popular. The most well known accessory of the brand is the ear-shaped beanie, which has been used in styling projects with high frequency, especially in Korea. The style of the brand is also delivered through the colour and the patterns from its products. Base on the genre of the beanies, the brand has chosen to use very strong and high-concentrated colours or with strap patterns in contrasting colours, which is iconic as a brand.
Being influenced from the Scottish background of the designer Charles Jeffrey, the brand uses a massive amount of plaid in their pattern designs. But unlike the traditional Scottish plaids, the brand often uses high contrasting colours in their pattern. The design of the clothings are also often more edgy with the tailoring or very sporty which shows contrast to what plaids would normally be used on. The brand also only establish one plaid pattern every season so the design of each season would be highly synced.
The brand established every season’s look book onto its navigation page. Within every look book, a video with narrated and edited runway show is presented at the top, following by the images of each look. The video of the look book is also narrated with the theme of the season’s collection, which is very interesting to get to know the true message that the brand wants to deliver through that collection. There is also a video available on the “About us” page, which is delivers its brand identity thoroughly. The style of punk, the use of graffiti are all highlighting the edginess and the fashion style of the brand.