The biggest trend of London Fashion Week SS27? Gossip Girl Womenswear
They say fashion comes back around every 20 years. If that’s true, then with SS27 now underway, the trends of 2007 are due for a comeback. At London Fashion Week, one of that year’s biggest pop culture moments has already been referenced, not once, not twice, but three times: you know you love her, XOXO, Gossip Girl.
This season, Beijing-born, London-based designer Oscar Ouyang showed his latest collection and his third on-schedule runway show. His clothes are preppy – easily pictured on London’s bright young things, aristocrats and socialites – and his SS27 show was no exception. Titled Cygnet, the collection was all about young people finding their identity (like a baby swan before its feathers turn white), raiding their families’ wardrobes and reinventing what they found. It’s a concept that fits perfectly into the world of Gossip Girl – popular, wealthy kids discovering themselves and their place in society. As the models stomped down the runway, including Lily McMenamy (daughter of Kristen) and Lennon Gallagher (son of Liam), quotes from Gossip Girl blasted through the speakers. Specifically, quotes from season one, episode four, when Blair is replaced by Serena as the face of her mother’s fashion campaign.
Then, this morning, on day four of London Fashion Week, Simone Rocha kicked off proceedings with yet another Gossip Girl-inspired soundtrack. Among other songs, Rocha chose a track called “gg” by Russian-Estonian experimental musician Lolina. The original song opens with the line: “That’s one secret I’ll never tell”, and mentions Gossip Girl by name later in the lyrics. Then there’s its double-G title. It’s pretty much a song about the series, and Rocha played the Arca remix during today’s show. Then there were the clothes. There were several sparkling gowns, which could easily be pictured at Constance School for Girls’ debutante ball; meanwhile, the Argyle-print sweater vests made for a Blair Waldorf staple.
This afternoon, CSM graduate Gui Rosa made her on-schedule debut with an intimate presentation at St James’ Court Hotel. It was a chaotic affair, in the best way possible. Models strutted around the ballroom all at the same time, showing off their slinky camis, pencil skirts and neon shoes. “It’s my own interpretation of Gossip Girl’s Kiss on the Lips party, from the first season,” the Portuguese designer explained backstage. “It’s a deranged version of it, and I’m bringing elements of my own life into it. I could be wearing a ballgown, but then I’m taking the tube and eating crisps on the way home.”
Models wore long, blonde wigs à la Serena van der Woodsen, along with a series of party dresses that could have been plucked straight from a Jenny Humphrey collection. Lady Gaga’s “Poker Face” played during the presentation – which coincidentally also featured in Gossip Girl season two – mixed in with modern club bangers, such as Slayyyter’s “I’m Actually Kinda Famous”, which Blair and Chuck would no doubt love.
As for why Gossip Girl has appeared three times during London Fashion Week already, it could be because it speaks to a broader trend. Recently, preppy fashion has been dominating runways across every major fashion city. Take Jonathan Anderson’s Dior, which has been consistently inspired by young aristocrats, Conner Ives’ New York society girls, or any of Thom Browne’s collections, for example. Fashion month is far from over, but who will be the next designer to take inspiration from the upper class? That’s a secret we’ll never tell. XOXO, Gossip Girl.
