Blood Brother SS18: London Fashion Week Men’s

Blood Brother SS18: London Fashion Week Men’s

Blood Brother was one of the shows at London Fashion Week Men’s we were looking forward to the most. We attended last year’s and we were blown away. This year was no different.

The concept was BB CORP. A corporate world from the 90s where hedonism, futurism and consumerism was rife. The models wore name badges and sat slouched in offices chairs looking blank, bored and disinterested. The props we’re old computers, office furniture, fax machines and televisions – think American Psycho meets Wolf of Wall Street.

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Some of the stand out pieces of the new season wear was a printed shirt with a 90s icon emblazoned across the front – the Lamborghini Diablo. Another key piece was red suede fringe jacket and a beige jumpsuit covered with harnessing. Others that caught the eye were raglan and slogan t-shirts with ‘Save Me’ and ‘Vacation?’ – attempts to escape from the corporate monotony.

Climate change was a theme with yet more slogan t-shirts declaring ‘Climate change. It’s no hoax. Escape it. Plug into the Haven.’ Humankind in self-destruct mode.

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You got the impression that Creative Directors, Nick Biela and James Waller, had fun with this collection – songs from the 90s like Money Talks by The Adventures of Stevie V blasted over the stereo and wiring left deliberately bare on the floor. Bloggers, Instagrammers, Industry types and celebrity faces lapped it up – footballer Yannick Bolasie and McFly bassist Dougie Poynter making a brief appearance.

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Blood Brother delivered once again – we loved the show. Look out for a full video of the show including an exclusive interview with Nick Biela, Creative Director of Blood Brother.

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