Loverboy and the curious case of Moshkirk and Booness
Text by Leigh Maynard
Photographer:Emma Jones
Stylist: Ben Schofield
This season, a curiouss letter from one Magness Pewitt landed on designer Charles Jeffrey’s desk. The mysterious stranger told of his Scottish town, Moshkirk, which sits by the Locke of Booness – cut off many years ago by a meteor – resulting in the entire community eternally caught in the fervour and fun of 1979. It was a time when punk peaked, but in its inimitable place came the sounds of new wave and post-punk – the battle cries of a lost generation fighting for their lives and economy through creativity. And the Moskirkaians took that artful approach and made it a way of life, embracing all the best bits.
For AW 2024, Charles Jeffrey is taking a leaf out of the Moshkirkians’ books, thinking about the current challenges, mass unemployment and stratospheric inflation, reflecting on them and making art from austerity. Following Magnus and the Moshkirkian’s mantra, this collection takes all the best elements from the late ’70s. It plays with them to the sound of music, presenting the clothes through a video with a new wave soundtrack, a band bouncing to the beat in clothes that celebrate that same rebellious spirit. Suits are covered in eyes, hairstyles and jackets look Jetson-esque with banana-peel shoulders, and cat-eared beanies blend punk and urban-wear in a 2024 retro-modern fusion. Silhouettes further look to punk with kilts in mini and maxi, all artfully tied together with a palette as bright as the sentiment. Undoubtedly, if Magnus and the rest of the Moshkirkians could get down past that meteor-hit highway, they’d be coveting this collection themselves.
