Electrified Collection

With an ode to 80s disco, our Electrified collection is all about head-turning statement style! Bold jewel tones of burgundy and midnight blue, luxe fabrics like velvet, faux fur, soft suedes and glittering metallics collide to create show-stopping styles that add attitude and fun to every look.


The collection was inspired by the new maximalism revolution, which started when Alessandro Michele was appointed Creative Director at Gucci. Gone were the normcore days when all you would see on your Instagram feed was carefully curated minimalist and monochrome outfits. Street style stars and fashion’s favourite IT girls were all suddenly wearing bright colours, interesting textures and mixing prints, essentially going back to creating individual style. Shop Electrified here and for more inspiration see our Pinterest board here.

Electrified Collection

We really wanted to translate this new and exciting trend into our Autumn Winter 2017 Campaign, so we shot the collection on a bold burgundy backdrop and super Stylist Zara Bryson brought the collection to life with head-turning ensembles. “Moving well away from the super low key 2016 trend that was "normcore" I was inspired by glamorous maximalism for the Electrified collection. Not for the faint hearted, bold jewel tones, luxe fabrics, embroidery, embellishment and glittering metallics collided to create show-stopping looks that prove more really is MORE!”

Electrified Collection
Electrified Collection

Tips to get the Electrified look:


1. Add colour to your look – This collection is all about having fun with your ensembles and the best way to do that is to add a pinch of colour. Key hues include burgundy, midnight blue, and dark gold.


2. Choose one statement piece – If you’re not sure about the whole maximalism trend but still want to incorporate the Electrified style into your looks, simply choose one statement piece like CHEAT or PENELOPE and pair it back with a minimalist outfit. The same can be done with a piece of clothing.


3. Add glamour to your beauty routine – The easiest way to change up your look is to simply add a little glamour to your beauty routine. Choose bold lips, winged eyeliner and defined cheekbones for that slightly edgy look.

Electrified Collection