Seven years into studying fashion design at Central Saint Martins, Alex presented his magnum opus earlier this year. Through his MA collection – aptly named ‘The Boredroom’ – he communicates a satirical and dystopian exploration of ‘Britishness’ and ‘masculine identities’. Besides expressing a strong point of view, Alex made sure the garments showcased commercial appeal too. By challenging these stereotypes and portraying a playful dissection of the mundane nine-to-five suit worn by ‘average office men’, Alex seeks to encourage men to simultaneously express playfulness, sensuality, and absurdity.
“I used to come up with crazy ideas in the beginning but I couldn’t execute them well. I feel like I did my fashion education backwards.”
His interest in portraying identities is one that dates back to secondary school. “I was a bit of an outsider,” Alex states, “and fashion is about identity. This was my way of self-discovery. I really started to get interested in fashion when I understood it can affect how people behave, react, or feel.” This emotion-driven fascination is something he has manifested: coming straight out of art school, he was more interested in the concept than in the clothes themselves. “I had no idea what I was doing,” he confesses. “I used to come up with crazy ideas in the beginning but I couldn’t execute them well. I feel like I did my fashion education backwards: after my BA collection I felt drawn towards the idea of ‘creating garments’, because once I understood the rules, I saw the possibilities, the opportunities to push my own work further.”