Shot behind the scenes of the SS12 lookbook for the  Simon Preen 'Violet Curse' collection, filmed by Peter T Breen

Fresh from designing the costumes for Jessie J‘s recent UK Heartbeats Tour London based Simon Preen is back with a fourth instalment of his ready to wear line under the guise of Violet Curse. Violet Curse is a cartoon witch and successor to the throne of the previous seasons ‘Soft Warrior’ queen. This new chapter injects the electricity of colour and a superhero cut, strapped and bound.

Simon's minimal gothic approach combines the dark decadence of a recent past with the current mood of London's fashion youth. By playing with the balance between masculine and feminine the aim is to overcome the idea of fixed gender in style, creating a truly unique collection.

Collection available on
ASOS: https://marketplace.asos.com/boutique/simon-preen
Stud & Stud: http://www.studandstud.com/product.php?a=d&id=1