Gent London to launch sustainable art-fashion concept at LFW22
Gent London is bringing a blend of sustainable fashion and contemporary and street art to London Fashion Week this month.
It’s reworking fashion pieces to “create wearable works of art” and is collaborating with artists including Sophie Tea, Rich Simmons and Emma Gibbons, among others.
Launched during lockdown in 2021, the brand aims to “breathe new life into vintage fashion classics by turning them into vibrant and collectable artworks”. It said it does this via “striking and playful” collabs that also “respect the clothing brand”.
“Working closely with its international artists, [it] takes luxury vintage clothing and upcycles each piece to make it truly unique”, the company explained.
It added that it “ethically sources grade A vintage classics and works with its artists to ensure only sustainable materials are used for the collaborative project. A percentage of each sale is also donated to environmental charities”.
Its latest initiative sees Sophie Tea (“who has challenged the traditional art world by selling solely on Instagram”) updating a vintage Burberry trench coat with her signature ‘compliment hearts’.
Meanwhile Rich Simmons “has also been inspired by the iconic British brand with his pop art-inspired ‘Blow My Mind’ design, featuring his distinctive ‘Skullerflies’."
LA-based and globally renowned artist Punkmetender has three pieces within his collection showcasing his colourful designs.
Other artists with ongoing collaborations include TikTok sensation Onnika Caldeira (aka Girl Scout Shoes) who recently launched a luxury handbag collection influenced by the New Romantics of 40+ years ago.
And the label has also announced a new collaboration with the actor, screenwriter and artist Tom Moutchi. He’ll “bring his ‘prophetic drawing’ style” to his collaboration.
The pieces will be shown at London Fashion Week by invitation of Fashions Finest, which is hosting its regular independent designer showcase at the event.
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