charles jeffrey loverboy aw25 | i am a product

Charles Jeffrey has never been one to play it safe, but Autumn/Winter 25 feels like a full-throttle dare. Titled ‘I Am a Product,’ the new campaign is a chaotic, camped-up celebration of queerness, identity, and self-aware commodification, anchored by that now-infamous one-night-only show in Paris. The campaign title doubles as a provocation: what does it mean to sell yourself in a world that’s always tried to define you first?

It’s an explosive collage of exaggerated tailoring, frayed crochet, Mallard-shaped handbags and sculptural ear beanies. If the collection channels a debauched aristocrat on a Victorian comedown, the visuals only push further. Non-binary models stare down the lens in distressed jersey and banana-peel silhouettes, the slogan ‘I Am a Product’ stamped across the chaos.

There’s punk energy in the bones, but it never takes itself too seriously. Dread and defiance live side by side. And running through it all is that unmistakable LOVERBOY current: joyful queer maximalism, flipping the rules and daring you to keep up.

Jeffrey’s world-building is, as ever, chaotic and charged. The campaign draws on everything from Weimar cabaret and English punk to the fin-de-siècle Victorian moodboard that haunts much of his work. But AW25 doesn’t feel retro — it feels undoubtedly timely. At a moment when identity is under scrutiny and protest is policed, Jeffrey turns the catwalk into theatre, the model into myth, and the clothes into colourful armour.

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photography. courtesy of Charles Jeffrey
words. Gennaro Costanzo