When you’ve been at shows since 9am everyone needs a little pick me up. There’s only so much that mini bottles of Evian and copious packets of free lentil chips or a cereal bar can do. Luckily for us there’s Iceberg. Under the helm of creative director James Long, the Italian fashion brand brings high octane energy in kaleidoscope of colour, just when you need it most. With a packed out show space and a FROW of the who-to-know decked out in the lively last collection, the atmosphere was electric and a haven for gossip. A black lacquer catwalk was revealed below a protective sheet of plastic, peeled back by four unassuming men dressed in black, signalling the start of the show before the soundtrack mixed by Jeffrey Hinton started pumping out of the speakers. For SS20 Long created a wardrobe of perfect clubbing outfits. There were jazzy matching two pieces for jungle and garage fanatics, sleeveless shellsuit jackets and matching trousers for the D’n’B boys, slinky suiting for R’n’B girls and darker netted pieces for the techno heads. It was a divine subcultural clash with references to the Mods, Rockers and the Punks of bygone London. Disney prints returned and Looney Tunes joined the Iceberg party alongside the debut Iceberg Art Denim series, featuring the graphic works of legendary British pop artist Peter Blake.
Photographs by Jason Lloyd-Evans
