The Just-Launched Label That All Of London’s Cool Girls Will Be Wearing This Summer

No doubt, 2018 is an interesting year to be a new fashion label. Errortique has negated the traditional path of a new brand and launched not with a brash party or an explosion of fireworks, but a simple update to their Insta feed.

Like other new(ish) labels (thinking of Kitri and Rixo) fighting for a space in our packed wardrobes the time-honoured tradition of working to a fashion calendar and showing at fashion week feels reductive, redundant and out-of-touch with the natural habits of both consumer and designer. ‘As it stands I won't be sticking to the standard fashion seasons - I'd like to release pieces more frequently than that and have trans-seasonal pieces’, explains Jessy Linton who is one half of the founding duo behind Keash (the 90s inspired braiding business that’s collaborated with Marques’Almeida, WAH and Harvey Nichols), ‘I wanted to make fun clothes for having fun in’.

If you’ve been paying attention you’ll already be fairly familiar with this London-based British-made brand thanks to singers Raye and Anne-Marie who are already certifiable fans, proudly wearing her pieces while they perform. A hasty glance at the 12-piece collection shows it’s all separates owing a great deal of debt to 90s fashion. There’s silky A-Line skirts, backless halter neck tops and bandeau tops. It’s like the clothing we once wore to a school disco, but luxe and grown up. The halter necks are made of a plush velvet, the straight skirts are cut from Duchess satin and have beaded hems and the mini skirt is crafted from soft rose suede. Jessy jokes that ‘[t]his SS18 drop has clawed itself together from a whole heap of reference points’, specifically she says she's combined a touch of The O.C. a dollop of The Simple Life and highlights from her own closet.

‘I like to design separates to allow for personal styling, easy outfit building and in the hope that there will be something for everyone,’ says Jessy, ‘I think women - especially London girls have such a spirited approach to personal style, sticking two fingers up at conventional ideas of "sex appeal" or "femininity". I want women to feel good and confident, always.

See The Full Collection Below: