Girlie Debate: Why we Love Meadham Kirchoff

Meadham Kirchoff is one of those fashion labels that has such a distinctive look, you either love it or you hate it. Meadham Kirchoff showed one of the most flamboyant collections at London Fashion Week for spring summer ’12 – ultra girlie and childish, you may think that the collection was the work of a woman, but no, the duo behind Meadham Kirchoff are men.

The Brand

Ultra Feminine and Girlie or Childish and Too Much? You Decide.

Edward Meadham and Benjamin Kirchoff met at Central Saint Martin’s College, London. British born Meadham was studying womenswear and French creative partner Kirchoff studied menswear design. They joined forces initially to create a menswear line, before the womenswear brand Meadham Kirchoff was born.

The SS12 Meadham Kirchoff catwalk show was like a child’s birthday party, all sugar and spice and all things nice. Hair stylist James Pecis created melted wigs with paint splatters, whilst make-up artist Florrie White had fun with Warhol Marilyn effect eye makeup. Invitations for the show came with mini cake-shaped bottles of bubble bath, the kind of thing you’d find in a kid’s party bag. The runway filled with doll-like girls in tutus, ribbons, ruffles and cartoon emblems.

Hundreds of pastel balloons added to the party theme, and little ballerinas danced across the runway. Huge platform shoes decorated in bows, pom poms and glitter adorned the models feet along with knee length socks in candy shades. There were 70s style pinafore dresses and teddy bear prints, school girl skirts and clashing patterns. Smiling hearts and clouds added to the cuteness factor.

The Ideal Female Doll?

Is this how the designers view women? Is it how they want women to look or how they think we want to look? Vogue said: “The show was an observation of how traditional feminism seems to divide the woman who chooses to decorate and adorn herself.” In the 80s women were given shoulder pads and business suits to enable them to look powerful and generate equality to men. For the 21st Century this view has softened as women feel empowered to dress womanly and make the most of our feminine charm.

There are still circles where dressing like a doll might mean you get treated like one, but with so many female role models doing well in business these days, the era of women being expected to stand by and look pretty is long gone. Freedom with fashion comes with an element of caution, as it is still important to dress respectfully and suitably for the occasion. Trousers though, will never look as good on a woman as a well cut skirt. Personally I think its great fun dressing up in a girlie fashion.

Meadham Kirchoff inspired looks have filtered down to the high street so it is easy to get the look on a budget. Cute accessories work wonders and are an affordable nod towards the trend, try adding ribbon to your hair for a sweet summer look. Prints come in all kinds of varieties; look out for Prada style cartoon cars especially.

Emma Waight is retail researcher and freelance fashion and style writer for www.clothes.org.uk . Read the blog for fashion news and advice.

What do you think? Are the concepts from Meadham Kirkoff an over-glorification of the woman as a child? Or are the fashion concepts just fun, flirty and feminine? Tell us what you think on my Facebook Page, Google Plus Page or you can Tweet It!

Be Sociable, Share!

•