Sibling are one of many brands shaking up the fashion system. Just days ago they announced the decision to show their men's and women’s together, following in the footsteps of the likes of Burberry and Gucci. Except Sibling will be doing so on the menswear schedule, rather than during the womenswear circus, unlike others who have opted to combine. This throws a spanner in the works of those who argue that combined menswear and womenswear shows may signal the death of menswear week, including the relatively new London Collections Men. Trust Sibling to shake things up - irreverence is as integral to their DNA as knitwear.
But really, what shakes the system up more than anything? Optimism, joy, wit excitement. Such taboos in an industry that takes itself so seriously. Remember when Sibling asked their models to smile a few seasons back, to the confusion and dismay of some critics? Well those grins were back for S/S 17. Alongside them came stripes that recalled beach umbrellas, retro swimming cossies, playful leaf prints, long-line colourful cardigans and teeny tiny trunks, in this ode to sun-kissed Miami. We live in an age where being removed, apathetic, effortless and underwhelmed are characteristics synonymous with cool. Ripped denim, hoodies and moody nineties throw-backs are the ‘it items’ of the ‘it brands’. Sibling are offering something different - something clean cut, playful, retro, and deliberately just a bit cringe - see that Bucks Fizz on Eurovision esque towel-ripping routine from the opening model. In jokes are great. But jokes we can all take part in are even better.