BEHIND THE BRAND: ANTIPODIUMFebruary 15, 2014
As London Fashion Week kicks into gear, we took some time out with Geoffrey J Finch, the bespectacled creative director behind playful London brand, Antipodium.
Known for its naughty-but-nice designs, latest collection, Attention Shoppers showcases the brand’s ’90s-inspired vision; a cheeky mash-up of Clueless, Romy and Michele’s High School Reunion and Chanel tweeds.
UO: Firstly, can you sum up Attention Shoppers in five words?
Geoffrey: Get your credit card ready.
UO: So what’s the collection all about?
G: I guess I’m just a shop girl at heart. I started on the shop floor and I still love to be there as much as I possibly can. It’s about the glory of retail, the thrill of shopping and looking at luxury, such as tweeds and boucles, and re-imagining them for now.
UO: Where was the first shop floor you found yourself on?
G: It was at a shoe shop in Toowoomba, Country Queensland, where I grew up. I lied about my age – I’d just turned 14 and I think you had to be 14 and 3/4s to get a job. Growing up as a boy, I wasn’t supposed to be into fashion. I feel very fortunate to do what I do.
UO: You’ve used shimmery materials and surprising textures in the collection, what gave you that idea?
G: I love the theme song from Are You Being Served, so that was a real starting point. I also liked the idea of re-imagining all the iconic things you grow up with in fashion; Chanel tweeds and Versace prints. It’s got a knowing femininity with nods to the late ’90s – the time I started becoming obsessed with fashion. There’s definitely a hint of Clueless in there…
UO: Was Clueless something that started your obsession with fashion?
G: Yeah, who doesn’t love a Clueless reference every now and then? We’ve also been listening to the soundtracks of Romy and Michelle’s High School Reunion and 10 Things I Hate About You late into the night.
UO: Aside from playing them ‘90s film soundtracks, how do you get your team in the zone and on board with your vision?
G: Our team is really close so it’s very much a group effort. I’ll put together the mood board and they’ll feed into that. It’s really interesting for me to see how my team reacts to different influences. Antipodium is very much about riffs and popular culture. I’m always fascinated to see what different people take away from what.
UO: A sense of fun is what Antipodium’s renowned for. Is this a reflection of your personality?
G: I guess so. What happens with Antipodium is it’s playful but a bit naughty underneath. There’s a capriciousness to it.
Click the image below and check out the UO Antipodium collection.