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London, the 1970s. The well-mannered codes of the British wardrobe are bursting at the seams. A new generation subverts them with safety pins; tartan becomes a symbol of rebellion, denim a playground.

It is this attitude that Lova Lova goes searching for: fashion built in the street.

ROCK SPIRIT

Tartan and checks, inherited from the most classic British wardrobe, are subverted here. Raw or flocked denim establishes itself as the core fabric, balancing durability with unexpected texture. Then come the details that change everything: studs, pins, badges, safety pins—so many small items that, at the time, were used to repair, assemble, and hold together what threatened to fall apart. Here, they become symbols, accents, a way to claim an identity rather than hide it.

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Rock blends with glamour, grunge with femininity.

FEMININITY

But 1970s London is also glam rock; sequins, silhouettes playing with light, an assumed sensuality responding to the brutality of emerging punk. Lova Lova places this dialogue at the heart of the collection: body-hugging knitwear, transparency, and a fitted cut contrast with more structured pieces. Glamour never erases the rock attitude; it simply nuances it, making it more complex, more authentic.

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