[I]n an era of Generation Hashtag, modern girlhood presents new anxieties: the gap between our IRL vs URL selves, questioning “Who Am I?” and, perhaps more so, who do I want to be? Marques’Almeida’s effortlessly raw, sexy-undone AW18 collection explored this state and the endless opportunities for women to transform themselves in 2018.
“We hope to empower generations of girls to do great things and feel represented and supported through fashion,” Marta Marques and Paulo Almeida said. “[We] have a joyful responsibility for making fashion inclusive, diverse and relevant for girls and women living today.”
Set inside the Leake Street Tunnels near Waterloo, walls were decorated with projections of women being asked questions about self-expression and advice they would give their daughter (“Don’t be scared to say what you want,” was one commentators response). The Marques’Almeida girl this season is unafraid to pair motorcycle leathers with a floral puff skirt; cut-out monochrome maxis with lime green booties; oversized bumbags with white floaty dresses. Deconstructed glamour filled the room and – as one emblazoned jumper stated simply – celebrated “Truth and Beauty.”