Charles Jeffrey LOVERBOY presents “I Am a Product”
LONDON, UK (January 25, 2025)– A one-night-only display of British bombast and balderdash in the heart of Paris: a celebration of moral decline. As we were designing Charles Jeffrey LOVERBOY’s Autumn/Winter 2025 collection, we became fascinated by the tension between playfulness and existential gloom—an enduring hallmark of countercultural movements throughout history. Concepts like decay and degeneracy, often weaponized to suppress youth culture, queerness, and fashion, reveal society’s anxiety about time and change.
This event, like the LOVERBOY brand itself, is an act of defiance and joy—a bold insistence on individuality in the face of conformity. Tonight, in Paris, we gather our community in resistance, celebrating queer creativity, resilience, and bravery in the face of anti-queer, anti-trans, and anti-immigrant hostility worldwide.
This is not just a show, but a happening—a collective offering born of minds across fashion, performance, adult entertainment, and art. Together, we bring a slice of the queer underground to the tradition and formality of Paris Fashion Week. Here, we grapple with personal and political demons while remaining irrepressibly creative, curious, and free. The collection itself unsettles the foundations of English respectability, reworking its tailoring and materials into something both playful and provocative.
From droopy trousers and massive, fluffy decorative ears to eerie, twisted jersey and slashed, multicoloured knits, these clothes embody a tension between whimsy and rebellion. Exuberant pieces like crocheted Mallard-shaped bags sit alongside frayed and distorted forms, as if the last survivors of English counterculture have raided the remnants of respectability on their way out.
Inspired by the Victorian fin de siècle and the cabarets of Weimar Berlin, we explore how past generations have responded to dread—both external and internal—through decadence and artistry. This story of defiance and survival unfolds through a series of musical performances: beginning with Dinah Lux playing Ravel on the piano, followed by Charles Jeffrey himself bringing his full character to the stage, culminating in a performance by BULLYACHE. Together, they transform homoeroticism into a symbol of spiritual struggle. These acts bring a taste of imperilled London nightlife to Paris, challenging the industry’s status quo.
This season, Charles Jeffrey LOVERBOY is proud to partner with Pornhub, whose support has helped us unite fashion and performance while engaging with the evolving landscape of adult entertainment. This collaboration explores empowerment and reclamation, amplifying new voices within trans, non-binary, and gender-fluid communities.
To celebrate this partnership, we’ve designed a series of wearable pieces and show-stopping looks. Featured talent and Pornhub Brand Ambassadors Queenie Sateen and Natassia Dreams embody this union, donning hand-crafted crochet gowns that reflect the artisanal ethos of LOVERBOY’s new accessory line. These garments merge our vision with Pornhub’s commitment to championing marginalised voices and reclaiming the narrative around the male gaze.
As you witness tonight’s performance, we invite you to sit with a question: What is a fashion brand today? What is the sum of its parts? And in the face of an all-encompassing global clamp of consumerism and strife, where do we—and you—stand?
Words by Shon Faye
PORNHUB
Charles Jeffrey LOVERBOY is thrilled to announce a groundbreaking collaboration with Pornhub, bringing together fashion, performance, and the evolving landscape of adult entertainment. This partnership celebrates Pornhub’s new mission to amplify diverse, underrepresented voices within the industry, particularly the wave of non-binary, gender-fluid, and trans creatives who are redefining self-representation and empowerment beyond the confines of the male gaze.
Rooted in LOVERBOY’s anarchic spirit and dedication to queerness, the collaboration features a range of both wearable products and statement showpieces. Central to the designs are photographs of our non-binary fit models, familiar faces within the LOVERBOY universe, captured in scenes of raw passion through the form of wrestling – a nod to the themes of tension, release, and physical expression that will also reverberate through our upcoming Paris presentation.
“The adult industry faces growing challenges from anti-sex and pro-censorship movements, which will have far-reaching impacts on both our community and the broader public. With that in mind, Charles Jeffrey LOVERBOY’s exploration of political rhetoric, resilience, and integrity in the ‘I Am Product’ event feel especially resonant,” said Alex Kekesi, VP of Brand & Community, Pornhub.
Additionally, we have partnered with two talented members of the Pornhub community to hand-crafted crocheted gowns that embody the boundary-pushing ethos of LOVERBOY’s line. These pieces seamlessly merge our vision with Pornhub’s commitment to nurturing new voices through its talent incubation initiative. “Pornhub is proud to support visionary fashion designers like Charles Jeffrey LOVERBOY, whose work challenges norms and elevates underrepresented voices. This partnership was a powerful opportunity to amplify queer creatives, including Pornhub Brand Ambassadors Queenie Sateen and Natassia Dreams, who were integral in the fashion presentation and continue to push boundaries on self-representation,” Kekesi continued.
THE RING GIRLS
Pornhub’s collaboration with Charles Jeffrey LOVERBOY provides an incredible opportunity to merge fashion with the themes we navigate every day as two queer creatives in the adult industry,” said Pornhub Brand Ambassadors Queenie Sateen and Natassia Dreams. “The collection’s subversive reimagining of traditional English tailoring and materials—symbols of respectability—felt deeply meaningful. Being part of this journey and celebrating the transformative power of creativity is truly inspiring.” This collaboration is a celebration of empowerment, creative expression, and the breaking of conventions – a synergy of Pornhub’s evolving platform and Charles Jeffrey LOVERBOY’s ever-expanding universe.
BULLYACHE
BULLYACHE, the visionary artist duo renowned for their interdisciplinary music and dance performances, takes the stage to present an original dance-theatre and live music work. Transforming the Dover Street Market Paris basement into an electrifying wrestling arena, BULLYACHE unveils LOVERBOY’s AW25 collection through a visceral storytelling experience on a 360-degree central stage. Ambient beauty collides with raw chaos in a 75-minute performance that defies convention.
BULLYACHE (Courtney Deyn and Jacob Samuel) is an artist duo creating interdisciplinary, music and dance performance works. They are currently performing three theatre based works; TOM, Who Hurt You? and the upcoming, A GOOD MAN IS HARD TO FIND.
Courtney, whose roots trace back to ballroom dance halls and Latin-American dances, trained at the Rambert School of Ballet and Contemporary Dance, and was the winner of the first prize at the International Diaghilev Competition of Choreographic Art. He is also an established musician and filmmaker. Jacob is a multidisciplinary artist with an academic background in visual anthropology from Goldsmiths, University of London. Their work looks into representations of class through the re-staging of pop culture iconography. Together they founded the multidisciplinary project BULLYACHE in 2020 to create works that are an exploration of the emotional and visual overload of contemporary life, through the lens of queer and working-class identity.
METAL & WATER
Metal & Water is a new London-based production company for dance, creating where dance meets fashion, music, film, visual arts & nightlife. Metal & Water are BULLYACHE’s lead producers, together we work with UK & international partners to co-create the optimal conditions for making and sharing dance, choreography and live performance.
HAIR AND MAKE-UP
For the hair and makeup inspiration for this project, we drew from LOVERBOY’s deep adoration for the post-punk and no-wave movements of the late 70s and early 80s. Icons like Lou Reed, Nico, Grace Jones in their early careers, as well as the legendary John Waters, Divine, and Crystal LaBeija, served as key references. Their approach to makeup, drag, art, and music during that time continues to excite and inspire me.
My drawings have always carried a distinct voice, and pairing them with something calmer and more considered, yet still anarchic, feels incredibly relevant for 2025. It’s about celebrating the spectrum of queer creativity and individuality, showing that we can embody a multitude of expressions in our art and lives.
Collaborating with Terry Barber on the film in London and then taking it further with Baltasar Gonzalez Pinel for the performance with BULLYACHE allowed us to develop looks that feel deeply connected to my artwork. I wanted to capture a duality—shifting from something more subdued and introspective in the film to hyper-colorful, bold, and unapologetically queer for the performance. This contrast highlights the many shades of expression within queer identity.
CHARLES JEFFREY QUOTE
For our debut collection at Paris Fashion Week, we chose to present it as an immersive experience rather than a traditional runway show. This format allowed us to fully express ourselves not only as a fashion brand but as a cultural force rooted in art, music, performance, photography, and video. Our aim was to create a space in Paris where anyone could step in—whether for 10 minutes or two hours—and truly feel the essence of the collection and what Loverboy represents.
For the first time in my career, I designed a collection without relying on research. This season came straight from my sketches, my heart, and my soul. It’s the first collection following our 10-year milestone, so I wanted to flex the creative muscles I’ve developed over the years, crafting a collection that feels directly connected to the customer and to what they recognise as quintessential Loverboy.
It’s a fascinating time to be a designer. The industry often treats creatives like chess pieces, moved and discarded at will. This grotesque dynamic made me reflect on the idea of being a “product”—a disposable commodity—rather than someone whose story and artistry are nurtured. It’s a stark reminder of how fleeting fashion can be, yet also how storytelling remains its foundation. Recent moments, like John Galliano’s stunning collection for Margiela, reminded me of the importance of narrative in fashion and inspired me to lean into Loverboy’s performative, collaborative spirit for this show.
For this collection, we worked with BULLYACHE, an extraordinary dance and music duo led by an old flatmate of mine, to create a work that captures the tensions of our time. In a world of increasingly divided opinions and rising right-wing populism, particularly against the LGBTQ+ community, it’s impossible to ignore the political context we exist in. While I don’t set out to make my work overtly political, these realities inevitably seep in. Through this performance, we’ve juxtaposed this charged, political undertone with a commercial collection. It’s a reflection of the balancing act we face: using art to tell challenging stories while making work accessible and wearable. And where better to explore this duality than in Paris—a city synonymous with subversion and radical creativity?
I’m incredibly grateful for the support we’ve received, from Dover Street Market offering us the space to Pornhub providing financial sponsorship. These collaborations have enabled us to execute this vision at the highest calibre, and I’m thrilled to share it with the world. This moment feels like the perfect synthesis of everything Loverboy stands for: collaboration, culture, and storytelling.
Here’s to the next chapter,
Charles Jeffrey - Designer & Founder, Loverboy