Ewusie
A glance from Ewusie’s upcoming assortment.
Courtesy of Ewusie / Rachel Roland Martins
Joshua Ewusie’s label has been up and operating since September 2024, however he hasn’t rushed the total debut assortment. As an alternative he’s spent the previous yr homing in on who the Ewusie girl is, and experimenting with the designs that honor her.
“The lady is an amalgamation of so many various individuals I’ve met in my life — clearly, my mom and grandmother — but in addition the kind of girls I grew up round,” he mentioned. “The Ewusie woman is busy. She’s making actions, hustling, and every thing she’s obtained, she’s earned for herself.”
The upcoming assortment is stuffed with robust, attractive leather-based items, slinky backless clothes, and draped jersey, filled with motion for a lady on the go.
Very like the lady he’s designing for, Ewusie has been busy since graduating from Central Saint Martins’ MA trend design program in 2024, presenting a glitzy assortment that celebrated his Ghanaian heritage.
A glance from Ewusie’s upcoming assortment.
Courtesy of Ewusie / Rachel Roland Martins
Simply when he thought he might take a breath, Chanel, which had funded his scholarship in partnership with the British Vogue Council, got here knocking.
“I used to be nonetheless determining what I wished to do, and if I used to be going to do my very own model,” mentioned Ewusie. “Then Chanel provided me a studio area that summer season, which was such a blessing.”
That could possibly be why his inspiration this season attracts, possibly wistfully, from his carefree childhood summers rising up in West London’s Wormwood Scrubs.
“You all the time assume London is that this consistently busy place, however I felt prefer it was fairly tranquil in these instances rising up,” mentioned the designer. “Once I was looking for imagery to get that feeling, I discovered this guide referred to as ‘Shining Lights,’ which highlighted feminine photographers from the diaspora, who have been capturing their very own lived experiences within the Eighties and Nineteen Nineties.”
The work of photographer Eileen Perrier, who was featured in Shining Lights, struck a chord, and led Ewusie to create a set that celebrates hardworking girls — and leaves them trying cool, even throughout steamy London summers.
Geordie Campbell
Designer Geordie Campbell carrying his label’s “British Boy” T.
Courtesy of Geordie Campbell / Jack Howden
With an emphasis on tailoring and eye for coloration, Geordie Campbell mentioned he’s designing for British boys. What does that imply?
“One of many key factors of the model is this concept of boyishness,” mentioned Campbell. “Once I was rising up, we had our faculty uniform — wool tweed blazers, shirts, little boy shorts, excessive socks and loafers. I bear in mind operating round a playground carrying these formal garments whereas being so infantile. I discover that boyish nature fairly entertaining.”
Whereas he may establish as a menswear designer, Campbell mentioned there’s a unisex high quality to his model — a mix of masculine and female that he hopes is attractive to everybody, no matter gender. For his spring 2026 assortment, titled “The Inconvenience of Variations,” Campbell is leaning into the concept that opposites entice.
“The unique concept got here from everybody carrying athleisure, however nobody really carrying it for sports activities,” he defined. “I used to be like, ‘What’s this concept of use? How can one thing be helpful? How can one thing border turning into not helpful?’”
A glance from Geordie Campbell’s upcoming assortment.
Courtesy of Geordie Campbell / Jack Howden
Seeking to artists Meret Oppenheim and Rachel Whiteread for inspiration, Campbell pushed the boundaries between what separates formal put on (assume: superb Italian fits and cummerbunds) from ultra-casual sports activities and loungewear.
He has zhuzed up Eighties-inspired athletic shorts with wool suiting, and stitched cummerbunds onto tank tops. The placket on a polo shirt is warped and elongated and completely particular person.
Right here, stuffy childhood uniforms for sophistication and bodily schooling have been reclaimed in an enthralling, lighthearted nod to queer coming-of-age and self-discovery.
Oscar Ouyang
A glance from Oscar Ouyang’s fall 2025 assortment.
Courtesy of Oscar Ouyang
Oscar Ouyang is dreaming up knitwear so implausible, it’s certain to ruffle a number of feathers.
Titled “Don’t Shoot the Messenger,” his upcoming assortment performs with the concept of messenger birds (owls, eagles, pigeons, oh my) and what occurs when the letters they carry — of warfare, peace, and every thing in between — aren’t delivered.
“In the event that they get shot, and the message isn’t delivered, I assumed concerning the chaos and miscommunication it will trigger,” he defined. “It sort of sums up the world we’re residing in proper now, however we added a romantic contact to it.
“It’s fairly a poetic assortment. It’s nonetheless very textural as spring-summer knitwear, which is all the time a bit difficult for me. However I feel this assortment goes to indicate what my strategy to that appears like,” mentioned Ouyang, teasing that he used breathable linen and silk yarn, versus the model’s signature woolier winter knits.
A glance from Oscar Ouyang’s fall 2025 assortment.
Courtesy of Oscar Ouyang
There are additionally extra structural items this season, which permit the designer to indicate off his distinct tackle tailoring.
“I feel my tackle menswear is all the time a bit softer, with the feel, with the material selection, with the colours, and with the styling. It’s not your typical super-masculine tailoring, it all the time has somewhat little bit of a twist to it,” defined Ouyang.
That takes form in a light-weight looking jacket, constructed from waxed Oxford cotton, and a pair of cheeky, miniscule chino shorts that characteristic an embroidered keyhole and key hanging from the belt loop.
The pièce de résistance? Ethically sourced feathers that Ouyang painstakingly patched collectively to create ethereal plumed collars and hems.
The model is already stocked at Dover Road Market, and the designer is able to take the subsequent step.
“I need to construct a correct workforce,” he mentioned, after being requested the place he sees himself in two years. “I need to get every thing extra set round me, so I can develop and the model can develop into extra secure.”
