⌾ Guillaume Leloup ⌾ A Little Absurd, A Lot of Style

Fashion could do with a little more nonsense. The good kind, obviously. The kind that makes you stop scrolling, look twice and think, what on earth is going on here? That’s exactly what caught my attention with Guillaume Leloup. His latest collection feels like it’s wandered straight out of a Wes Anderson film, taken a rather unexpected detour and come back with a wardrobe full of surprises.

There’s something wonderfully under the radar about Leloup. The campaign has that very particular kind of whimsy, with its carefully constructed world, slightly eccentric characters and a knowing nod to the absurd. It’s playful without being silly, considered without being precious, and just weird enough to make you want to know more.

But the clothes are where things get really interesting.

Think traditional British waxed cotton, colourful tweeds, unexpected textures and recycled salmon leather with an almost pearlescent finish. Classic menswear is the starting point, but Leloup clearly has no intention of playing by the usual rules. Contrasting stitches, unusual materials and little details you might miss at first glance give the pieces a personality of their own.

And that’s what I like about it. The quirkiness isn’t just there for the campaign. It runs right through the collection. There’s a real curiosity about materials, a willingness to experiment and a sense of humour that feels refreshingly unforced. The clothes have substance and craftsmanship, but they also have a bit of a mischievous streak.

The Wes Anderson comparison is an easy one to make, but it’s not just about the colours or the picture-perfect compositions. It’s that feeling of finding something extraordinary in the everyday. Of taking something familiar and giving it a slightly peculiar twist. A waxed jacket becomes something worth talking about. Tweed gets a new lease of life. Menswear suddenly feels like it’s having a little fun with itself.

And why shouldn’t it?

Not everything needs to be another quiet luxury moment or another exercise in looking effortlessly expensive. Sometimes you just want to wear something with a bit of character. Something that makes you smile when you put it on. Something that makes getting dressed feel a little less predictable.

Guillaume Leloup seems to get that. There’s a confidence in not taking things too seriously, especially when the design itself is so considered. It’s eccentric, yes, but there’s a method to the madness.

A little offbeat, a little unexpected, and all the better for it.

Definitely one to keep an eye on. Guillaume Leloup is still under the radar, and we have a feeling he won’t stay there forever.