Blood Brother SS18: Log In to a Dream Escape

For SS18, cult London menswear label Blood Brother invited audiences to escape reality and log in to its digital world. The result was a dreamy combination of haute-fantasy and highly covetable pieces, ranging from silky short-sleeved shirts to bright two-piece sets.

The collection offered classic Blood Brother graphic tee-shirts and hoodies, where statements such as ‘Plug in’ and ‘upgrade your account’ were juxtaposed with flaming Lamborghinis and VR headsets. The pairings played with regular fantasies, giving the classic fast-car hot-babe motif a digital twist – and unleashing a matching colour palette of racer blues and pop reds. The fantasy element was emphasised by other graphic prints bearing slogans such as ‘Save Me’; here the escapist drive reflected most evidently the catastrophes in the real world, and the need to check in to a different state of mind. Blood Brother’s collection certainly provided that remedy.

Alongside classic designs from Blood Brother, SS18 offered fresh details such as harnesses over skinny tracksuits, copious fringing and tie-die two-piece looks. A trench coat in mock crocodile print again fed into the creative, celebratory space that felt unencumbered by the mundane requirements of the everyday.

During the show, old computers and printers scattered across the stark white setting immersed audiences in this alternative mindset. Indeed, the electric atmosphere during the presentation at London Fashion Week Men’s meant it was hard not to embrace Blood Brother’s dreamy alternative. We could have stayed Logged In forever.