LCM: House of Holland

Henry Holland’s menswear line returned for SS17 with it’s third season in the go, with a supermarket sweep of big food names rebranded to cater for the raving youth. Established as a designer with a penchant for bold logo motives and bright unapologetic colour, House of Holland’s latest men’s offering reworked iconic Heinz Baked Beans, Marmite and Quavers logos into “Heavy Big Saucy Bangers”, “All Nite” and “Ravers”. Known using an overtone of humour, or always triviality at the least, Holland has again injected his jovial mode to his impossible-to-forget SS17 collection.

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Invites read “Dance at high temperatures to the hottest mixmasters in town”, and beyond the supermarket tropes, the collection was thematically dominated by a nod to the 90’s days of dance club raves. Inspired by one of the most iconic nightclubs of Northern England, “VIBE” logos were reoccurring and displayed with club flyers and raver artwork from the archives and the iconic smiley face. Grouped with large circular sunglasses and a pale washed out double denim combo embroidered by Scott Ramsey Kyle, the collection takes it’s wearer back a decade to the best of England’s under-cuff party heritage.

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The presentation was furnished with moving image footage of models clad in full House of Holland SS17 dancing like Bez from the Happy Monday’s in the ‘Step On’ music video. Despite the undeniable novelty to this collection, this is a practical answer to any rave attire dilemma, with big beads and oversized peace sign, smiley and cross medallions as effective stand-out accessories.

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Words: Hannah Sargeant
Images:
Milly Grange-Bennett