Charles Jeffrey Loverboy has launch its AW24 campaign and in the tradition of the label, it’s the usual quirky, slightly obscure but undeniably entertaining series of images.

With Jeffrey in creative control, the stylist was Ben Schofield with photos shot by Alex Petch.

It’s part of the year-long ‘The Curious Case of Moshkirk and Booness’ campaign introduced for its 10th anniversary and the autumn version comes with an enigmatic explanation.

The company said of the AW24 iteration: “Something strange was happening. Clothes were moving, wriggling, and even making sounds, some even started to grow eyes, arms, and legs. Bags grew tongues, boots grew legs, hats even grew ears. All the clothes started developing these labels that read ‘Charles Jeffrey Loverboy’, with this wee monster underneath.

“These words, scrawled on scraps of paper, landed at [our] HQ as we were designing our Autumn/Winter 2024 collection. Signed Magnus McPewitt – no, we’ve never heard of him either — this 18-year-old from the lost Scottish village of Moshkirk informed the team of his predicament.”

The reference to the Booness Monster relates to “the heart-stealing serpent that stalks the cold waters near the village of Moshkirk”.

The concept is that the village was cut off in 1979 by a meteor so the villagers “pioneered fashions of ’79. Think punk, dancehall, disco, new wave, no wave, post punk. ‘It was all the rage’, said McPewitt. Teenagers and grannies alike embraced the culture of this bygone era, to the point of limbo. Pulling and tugging between then and now, the Moshkirkians’ admiration of 1979 became a way of life, for good and for bad”.

And the label said that 2024 has things in common with 1979 (like the economy, inflation and generally tough times). It added: “But through trauma comes creativity: when we experience the worst, can the weird, wonderful, hedonistic, and silly come to fruition in order to say something bigger?”

So both the AW24 collection and campaign are odes to “Moshkirk. To Scotland. To the rebellious spirits of a revived subculture that lives on strong to this day. It also speaks to the magical, the fables and stories, the absurd, and delivers this in a way that celebrates Charles Jeffrey Loverly in all its playful glory.”