Always a simple but quietly confident favourite at LC:M, Agi and Sam looked to subvert traditional gender roles for SS17. Not a groundbreaking starting point, but it was the personal connection that made it work, Sam’s father was a farmer and house-husband while his mother worked in the city. Boys and girls took to the catwalk, mens tailoring was streamlined and sleek, camo took on a pixelated finish to look floral from a distance, the boys wore the kind of plastic washing up Marigolds your mum wore when you were young and there were some pink socks thrown in for good measure. The girls took on bolder checked prints, intentionally shapeless outerwear and awkward cropped trousers.
Hero pieces came in the form of brown and white cow hide, translated across a ribbed knit bomber, a straight cut blazer and a buttery cropped leather jacket for the girls. Tongue-in-cheek fun came in the form of a Del-Boy t-shirt, reminding us why London menswear is some of the best in the world, we’ve got our history and our humour and we’re proud of them both, enough to elevate them onto the global fashion stage. Extra treats came in the form of the invitation, a collaboration with Lynx and bespoke hair product pot. “Working with Agi and Sam’s house husband theme, I created a 50’s tailored vibe with an element of a modern, fucked up twist,” said Kieron Webb, Global Creative Director for Lynx Hair Styling, who created the hair looks for the show. “It’s basically ‘business’ in the front and ‘party’ in the back, reflecting the tailored elements of the SS17 Collection, as well as Agi and Sam’s play on layering and textures.”
With checks and tight, sharp cuts making up most of the collection, there was a danger it would feel too mathematical and binary. Agi and Sam showed off their expertise in their choice of fabrics and lengths, playing with layering and mastering styling. An extra button undone here, a neckerchief there, all topped off with floral headpieces gave the slick line the romantic softening needed to perfect it. An undoubted success that will appeal to customers and critics alike.