Charles Jeffrey unveils couture and reveals Client 001

Charles Jeffrey — of Loverboy fame — has unveiled a new line known as No Wave Couture. The company said that “as a small brand rooted in menswear, this marks our first real step into flou. An essential evolution for the business. We’ve created custom looks for friends and collaborators, but now we’re treating this craft as a pillar in its own right”.

The No Wave name comes from “an art and music movement born in late 70s downtown New York. A rejection of convention, melody, and polish. It was raw, experimental, and anti-trend, celebrating process over perfection. That spirit defines how we approach couture”.

The company also said “we’re building it as we go, learning through making, improvising our own rhythm. That is No Wave. That is Couture reimagined for the world we live in.”

And couture really is the focus here as this is no diffusion line but instead is fully fitted to the individual. “We’re so proud to work with [actress and fashion stylist] Zoë Bleu Arquette as our first client, Client 001, and look forward to many more collaborations ahead,” Charles Jeffrey said.

Despite having only one client so far, we’re told to “expect more iterations”, and of course, that one client is someone who’s likely to be noticed. She’s just taken her first leading role in Dracula: A Love Tale, which was released in France this summer and is rolling out internationally this quarter as well as appearing in the US early next year.

And Charles Jeffrey — as both a label and a person — is fairly unmissable too whether it’s through quirky campaigns, collaborations or runway shows.