Celebrating a decade in business this year, Craig Green heralds the unveiling of his Spring/Summer 2024 collection. A bouquet of playfulness and softness, this collection redefines the tone of his brand, projecting a softer edge than ever before.
Floppy knitwear, tactile surfaces, and a characteristic theme of intimacy define Green’s double collection. A symbolic celebration of his ten-year journey, the collection radiates a childlike vibrancy, marrying elements of whimsicality and practicality. Colorful, floor-length sweaters that could pass for teepees, elfin caps with a fantastical touch, and spacious ponchos inspired by striped shop awnings – Green has embraced a gamut of ideas with open arms.
Bespoke design ideas are prominent throughout, such as a series of cropped jackets, trousers, and hats made from disparate elements stitched together with robust lacing, reminiscent of a child’s Meccano set. Green’s imaginative world doesn’t stop there, as he reworks the Adidas Gazelle by enwrapping it in an abacus-like structure adorned with sliding beads, adding an unexpected twist to the classic.
The Spring/Summer 2024 collection embodies an exploration of “the individual and human interaction“. Driven by an urge to traverse the softer, often overlooked side of his design ethos, Green allows the garments to exist in their inherent form, draping, falling, and acting naturally. The hand-frayed shirts with 3D stripes, crafted from muslin and calico, encapsulate this newfound exploration.
Key pieces such as the Tapestry jacket and trousers, the latch-down jacket, and the hand-frayed striped shirt, are available this season alongside the brand’s classic items. The collection sees distribution through high-profile stockists like Dover Street Market, Ssense, Selfridges, Harrods, Bergdorf Goodman, and SKP.
For Craig Green, this collection represents a dual sense of conclusion and inception. He sees it as a stepping stone, an opportunity to step back, reassess, and cultivate something new. Although he did not disclose specific plans, his intention to adapt conscientiously to the world around him is clear.
The Craig Green Spring/Summer 2024 collection is also a tribute to his past, a reminder of the journey traveled. The crash test dummies used in his photoshoot were made with assistance from his godfather, the man who taught him how to sew. These doll-like structures symbolize Green’s history of incorporating architectural elements in his designs, a distinctive trademark of his brand.
Since staging his first show in 2013, a year after graduating from the fashion M.A. course at Central Saint Martins, Green’s journey has been steeped in accolades and recognitions. Twice winning the Men’s Wear Designer prize at the British Fashion Awards and the BFC/GQ Designer Men’s Wear Fund prize, his reputation is solidly established. Moreover, his work extends beyond the runway, having created costumes for Ridley Scott’s “Alien: Covenant“.
With the prospect of more collaborations and possibly even a foray into womenswear, Craig Green’s future in fashion is set to become even more diverse and exciting. Ten years into his business, his company stands as a rare entity – financially stable, independent, and continuously innovating. As he ventures into the next decade, Craig Green’s Spring/Summer 2024 collection serves as an intimate celebration of the journey so far, and an exciting glimpse into the future.