A by-product of the normcore backlash, and a welcome side effect of the political unrest in Britain right now has come in the form of kitsch customisation. From tongue-in-cheek irreverence, to bold cultural statements, giving your clothes a voice and a personality is now very en vogue.
‘They’re idealistic in the sense that you’re marking yourself out,’ says supermodel Edie Campbell, who’s channelled her quest for individualism into creating her own line of patches called Itchy Scratchy Patchy. ‘It’s that thing of signing up, wanting to say something through the way you dress, and wanting to have clothes that have memories.’ (via the Evening Standard).
Along with her friend and business partner, artist Christabel MacGreevy, Edie launched Itchy Scratchy Patchy (they must be Simpsons fans) last September. Their quirky patches run from riffs on British stereotypes (think beer bellies, bodybuilders and Tangoed tans), to delicate, nature-inspired patches on organza. The newbie brand is already pimping the sleeves, pockets, collars, and bums of Bella Hadid, Poppy Delevingne and Stella Maxwell, and is exclusively stocked in Dover Street Market.
This movement towards making a true fashion statement, or simply channelling your inner designer and wearing your heart quite literally on your sleeve doesn’t reside solely in the indie market. Big name luxury brands from Gucci to Jimmy Choo are now encouraging us to adorn our clothes in our own personality. We expect many more will join in the fun.
It’s all a little hush-hush for now, but what we can reveal is that Jimmy Choo will unveil a collection of crystal clip-ons during Couture Fashion Week on Tuesday, July 5. The line of gorgeous buttons and bracelets can be used to decorate the brand’s iconic pumps, clutches and ballerina flats. Stay tuned for the big reveal next week.
Alessandro Michele is the king of creativity. His DIY service (more of a Design-it-Yourself situation) is now in its second stage. Launched in the brand’s flagship store in Milan during Men’s Fashion Week, you can now put your own stamp on unisex jackets, tuxedos, coats and shoes with the house’s signature flowers, snakes, bees and more.
Black Friday 2021
The cult boutique have set up an ‘embroidery station’, replete with sewing machine, in their Soho branch in New York. As well as adding patches and graphics to whatever you buy in the store, their next step will extend to hand-painting, airbrushing and hand embroidery.
Customising your favourite but retired denim jacket is a bit like getting a tattoo, only without the pain and risk of a lifetime of regret. It’s giving new life to old clothes and adding a story to your wardrobe. Best of all, if you can’t quite afford the designer version, go forth and raid the haberdashery.