SS15 collection, ‘Plastic’, is sleeker than previous seasons, with each look representing just a single colour; banana yellow, bubblegum pink, lime green and so on. The collection focuses, believe it or not, on plastics and is a synthetic dream; a riot of PVC and satin with some 90s denim inspiration thrown in for good measure – more TLC/Tupac than Britney/Justin. Branding is conspicuous as always, quilt stitched across jackets (front, back and arms), and emblazoned upon chunky monochrome braces. SS15 feels sexier than other collections and with that might come a new audience; there is perhaps a tad more skin on show but the choice of model for the lookbook (Siobhan Perry, who has legs. for. days.) definitely provides this new vibe.
Whilst CHEEKLDN clearly already has a fan base in Japan and further into Asia, this September marked their first appearance at London Fashion Week. With those vibrant colours and 3D heart pockets popping up all over my Instagram feed whilst the brand was on show at Somerset House, I don’t doubt a British fan base is far behind.