Ewusie

Joshua Ewusie’s label has been up and running since September 2024, but he hasn’t rushed the full debut collection. Instead he’s spent the past year homing in on who the Ewusie woman is, and experimenting with the designs that honor her.

“The woman is an amalgamation of so many different people I’ve met in my life — obviously, my mother and grandmother — but also the type of women I grew up around,” he said. “The Ewusie girl is busy. She’s making movements, hustling, and everything she’s got, she’s earned for herself.”

The upcoming collection is filled with tough, sexy leather pieces, slinky backless dresses, and draped jersey, full of movement for a girl on the go.

Much like the woman he’s designing for, Ewusie has been busy since graduating from Central Saint Martins’ MA fashion design program in 2024, presenting a glitzy collection that celebrated his Ghanaian heritage. 

Just when he thought he could take a breath, Chanel, which had funded his scholarship in partnership with the British Fashion Council, came knocking. 

“I was still figuring out what I wanted to do, and if I was going to do my own brand,” said Ewusie. “Then Chanel offered me a studio space that summer, which was such a blessing.”

That could be why his inspiration this season draws, maybe wistfully, from his carefree childhood summers growing up in West London’s Wormwood Scrubs.

“You always think London is this constantly busy place, but I felt like it was quite tranquil in those times growing up,” said the designer. “When I was trying to find imagery to get that feeling, I found this book called ‘Shining Lights,’ which highlighted female photographers from the diaspora, who were capturing their own lived experiences in the 1980s and 1990s.”

The work of photographer Eileen Perrier, who was featured in Shining Lights, struck a chord, and led Ewusie to create a collection that celebrates hardworking women — and leaves them looking cool, even during steamy London summers.

Geordie Campbell

With an emphasis on tailoring and eye for color, Geordie Campbell said he’s designing for British boys. What does that mean?

“One of the key points of the brand is this idea of boyishness,” said Campbell. “When I was growing up, we had our school uniform — wool tweed blazers, shirts, little boy shorts, high socks and loafers. I remember running around a playground wearing these formal clothes while being so childish. I find that boyish nature quite entertaining.”

While he might identify as a menswear designer, Campbell said there’s a unisex quality to his brand — a blend of masculine and feminine that he hopes is enticing to everyone, regardless of gender. For his spring 2026 collection, titled “The Inconvenience of Differences,” Campbell is leaning into the idea that opposites attract.

“The original idea came from everyone wearing athleisure, but no one actually wearing it for sports,” he explained. “I was like, ‘What is this idea of use? How can something be useful? How can something border becoming not useful?’”

Looking to artists Meret Oppenheim and Rachel Whiteread for inspiration, Campbell pushed the boundaries between what separates formal wear (think: fine Italian suits and cummerbunds) from ultra-casual sports and loungewear.

He has zhuzed up 1980s-inspired athletic shorts with wool suiting, and stitched cummerbunds onto tank tops. The placket on a polo shirt is warped and elongated and utterly individual. 

Here, stuffy childhood uniforms for class and physical education have been reclaimed in a charming, lighthearted nod to queer coming-of-age and self-discovery. 

Oscar Ouyang

Oscar Ouyang is dreaming up knitwear so fantastic, it’s sure to ruffle a few feathers.

Titled “Don’t Shoot the Messenger,” his upcoming collection plays with the idea of messenger birds (owls, eagles, pigeons, oh my) and what happens when the letters they carry — of war, peace, and everything in between — aren’t delivered. 

“If they get shot, and the message is not delivered, I thought about the chaos and miscommunication it would cause,” he explained. “It kind of sums up the world we’re living in right now, but we added a romantic touch to it.

“It’s quite a poetic collection. It’s still very textural as spring-summer knitwear, which is always a bit challenging for me. But I think this collection is going to show what my approach to that looks like,” said Ouyang, teasing that he used breathable linen and silk yarn, as opposed to the brand’s signature woolier winter knits. 

There are also more structural pieces this season, which allow the designer to show off his distinct take on tailoring. 

“I think my take on menswear is always a bit softer, with the texture, with the fabric choice, with the colors, and with the styling. It’s not your typical super-masculine tailoring, it always has a little bit of a twist to it,” explained Ouyang.

That takes shape in a lightweight hunting jacket, made from waxed Oxford cotton, and a pair of cheeky, miniscule chino shorts that feature an embroidered keyhole and key hanging from the belt loop. 

The pièce de résistance? Ethically sourced feathers that Ouyang painstakingly patched together to create ethereal plumed collars and hems. 

The brand is already stocked at Dover Street Market, and the designer is ready to take the next step.

“I want to build a proper team,” he said, after being asked where he sees himself in two years. “I want to get everything more set around me, so I can grow and the brand can become more stable.”