Charles Jeffrey Loverboy campaign continues quirky Moshkirk concept [Video]

Charles Jeffrey Loverboy has launch its AW24 campaign and in the tradition of the label, it’s the usual quirky, slightly obscure but undeniably entertaining series of images.

With Jeffrey in creative control, the stylist was Ben Schofield with photos shot by Alex Petch.

It’s part of the year-long ‘The Curious Case of Moshkirk and Booness’ campaign introduced for its 10th anniversary and the autumn version comes with an enigmatic explanation.

The company said of the AW24 iteration: “Something strange was happening. Clothes were moving, wriggling, and even making sounds, some even started to grow eyes, arms, and legs. Bags grew tongues, boots grew legs, hats even grew ears. All the clothes started developing these labels that read ‘Charles Jeffrey Loverboy’, with this wee monster underneath.

“These words, scrawled on scraps of paper, landed at [our] HQ as we were designing our Autumn/Winter 2024 collection. Signed Magnus McPewitt – no, we’ve never heard of …