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As London Fashion Week drew near, a state of frenzy descended on the city; PR firms frantically sent out bags of clothes to supposedly influential socialites while stocks of vogue cigarettes dramatically decreased in tobacconists everywhere. Street style photographers took to the streets and VIPs bustled for a place on the F’ROW. Yet, this year, from within the usual hype and aggressive instagramming came a breath of fresh air in the form of nostalgic prints and princess like tulle gowns.

Among the dozens of brands looking to leave their mark in this year Fashion Week, “Molly Goddard” and ‘Shrimps’ stranded out for their particular way of injecting youth and sentimentality into contemporary fashion.

Molly Goddard’s collections certainly drew inspiration from childhood; she confessed a desire to emulate the silhouettes of clothes her mother used to make which she would don on special occasions. Her catwalk debut, the SS17 show, turned the Spitafields’ Topshop Show space into something of an edgy underground rave scene. The quirky models, street cast by Goddard’s sister Alice, swayed rhythmically to an intense dance soundtrack.

MOLLY GODDARD SS17 LOOK 13

A photo posted by Molly Goddard (@mollymgoddard) on

While the set itself constituted of a stage designed by Molly’s parents making the event rather a family affair. The oversized, magnificent tulle creations were reminiscent of playing dress up in your mother’s closet while the trance dancing and smudged makeup by MAC harked back to attempting to be glamourous at a year seven disco. Overall the party people inspired collection appears to be the perfect uniform for trendy Londoners having sleepless weekends and celebrating their youth (exemplified perfectly by Adowa Aboah at the I-D party during fashion week).

Hannah Weiland’s incredible creation, ‘Shrimps’ has grown to be associated predominately with faux fur and playful prints. The soft textures and doodle badges (all of which have names like your 5 year old imaginary friends) make wearing one of these coats as comforting as your favorite cuddly toy.Yet, there was something a little sinister about the presented collection, a sprinkling of a ‘Desperate Housewives’ style crumbling of suburban comfort. Hand embroidered little girls carrying pitchforks marched around white frocks while minimal makeup with yellowing around the eyes suggested an air of the undead. It seems Weiland created a stunningly spooky yet sweet glimmer of nostalgia.

The new collection, presented at Christi’s amongst set designer Suzanne Beirne’s stunning sea shells, seemed to self-consciously acknowledge the brands childlike aesthetic. Both structure and print were used on pieces such as dungarees and midi dresses to suggest a suburban, childhood bliss. The surprise highlight of these looks though was the Converse X Shrimps collaboration Chuck Taylors; the furry twist on these classic shoes made one want to ask their mum if they could ‘play out on bikes’ again.

Yet, there was something a little sinister about the presented collection, a sprinkling of a ‘Desperate Housewives’ style crumbling of suburban comfort. Hand embroidered little girls carrying pitchforks marched around white frocks while minimal makeup with yellowing around the eyes suggested an air of the undead. It seems Weiland created a stunningly spooky yet sweet glimmer of nostalgia.

Shrimps' collection featured infantile winter wear with a perverse twist youtube: british fashion council

Much can be learnt from these brands. Should our personal style return to the care free days of being ten years old and wearing just whatever felt fun? In my case this ranged from bright pink Doc Martins to candy chokers and rainbow jumpers.