In the dynamic realm of fashion, where innovation intersects with heritage, Geordie Campbell, a London-based menswear designer, stands as a beacon of modern masculinity fused with classic British elegance. The designer’s debut SS24 collection, titled “Farmer’s Wife”, unveiled at the London Fashion Week, marks a bold stride into uncharted territories of men’s fashion.
Campbell, a Leeds Art University graduate, with rich experiences at Très Bien and S.S. Daley, launched his eponymous label in 2023. His first collection is a masterful blend of historical British elements and contemporary fashion sensibilities. “Farmer’s Wife” emerges as a narrative that redefines men’s fashion, drawing inspiration from an eclectic mix of sources, including American farming magazines from the late 19th and early 20th centuries.
The collection’s title, “Farmer’s Wife”, is a playful nod to the past, challenging traditional gender roles and clothing norms. Campbell explains, “I wanted to have fun with the term ‘Farmer’s Wife’, using it to break stereotypes and introduce a new perspective in men’s fashion.” This approach is evident in the collection, where the rural workwear is reimagined through a lens of feminine elegance and practicality.
Campbell’s design philosophy revolves around finding harmony between contrasting elements. The collection is a testament to this, seamlessly blending rugged materials like Shetland wool and linen with the ethereal grace of tulle and silk. “My goal was to use opposing fabrics to highlight the gap between traditional workwear and feminine beauty,” Campbell shares. This juxtaposition of materials is not just a style choice but a narrative tool, telling a story of balance and evolution.
The historical influence is palpable in the collection’s design process. Campbell’s immersion into the Farmer’s Wife magazine, a periodical offering insights into farming and housekeeping for women, provided a rich wellspring of inspiration. He recalls, “The magazines were my reference point, especially for the early designs. They were instrumental in shaping the feminine twist I wanted to bring to practical farmwear.”
In addressing the tension between traditional and contemporary design, Campbell and stylist Clemmie Harris Stuart emphasize the importance of reference points. They believe in the power of juxtaposing feminine and masculine silhouettes, exploring elements from each to find a stylistic middle ground. This approach not only honors British heritage but also pushes the boundaries of modern fashion.
The collection’s shooting locations in Oxfordshire and Warwickshire were personal choices for Campbell. Growing up in these regions, he found them to be perfect backdrops that complemented the theme and aesthetics of his collection. The landscapes, familiar to both Campbell and photographer Hector Hilleary, played a pivotal role in visualizing the narrative of “Farmer’s Wife.”
Campbell’s aspiration to balance the flamboyance of modern masculinity with wearable garments is a challenge he embraces. He notes, “Fashion is evolving, and I aim to contribute to this change with a subtle, yet impactful approach.” This vision is apparent in his designs, which showcase a delicate equilibrium between pushing boundaries and maintaining wearability.
Reflecting on his journey from Leeds Art University to founding his label, Campbell acknowledges the influence of his past experiences on his design philosophy. His tenure at established fashion houses honed his business acumen, underscoring the importance of balancing commercial viability with creative expression.
“Farmer’s Wife” is not just a collection; it’s a story. Campbell views each piece as a chapter in a larger narrative that speaks to the essence of the Geordie Campbell brand. The fusion of historical British garments with modern everyday wear creates a new paradigm in menswear, exemplified in the collection’s unique styling choices.
As Campbell looks to the future, he envisions a continuous evolution for his brand. His debut at the London Fashion Week was just the beginning of a journey towards redefining menswear. “This is a journey of discovery, and I’m excited to see where it leads,” Campbell concludes with a note of anticipation for his upcoming AW collection.
Geordie Campbell’s SS24 “Farmer’s Wife” collection stands as a testament to his innovative spirit and dedication to crafting a new narrative in menswear. It’s a blend of past and present, a dialogue between masculinity and femininity, and a bold statement in the ever-evolving world of fashion.
To see more of Geordies work visit his Instagram here.
