For Autumn/Winter 2017 M.i.h Jeans and Bay Garnett have explored their shared love of London style in the Golborne Road Project. Influenced by West London’s diverse heritage and it's iconic street culture in the 90s, the result is a lo-fi capsule collection of everyday pieces.
Inspired by Garnett’s vast archive and reimagined for today’s free-spirited Golborne Road girl, it’s a true celebration of style over fashion.
“Golborne Road by Bay Garnett” is an 8-piece capsule collection, based on items Garnett personally sourced in the 90s, for both Vogue shoots and her personal wardrobe. Inspired by West London’s eclectic street style through the decades, the pieces can be layered together or paired with denim for an effortlessly individual look.
Imbued with vintage and sportswear influences, hero pieces include the Otherwild Jacket, a studded denim jacket and the Anita, a velour and velvet knit inspired by a vintage Henley top previously owned by Anita Pallenberg.
The London-based stylist and industry stalwart is renowned for her narrative images and eclectic aesthetic. Having co-founded anti-fashion magazine Cheap Date in the 90s, Garnett officially broke into the fashion industry in 2003 with her first shoot for British Vogue - Kate Moss, photographed by Juergen Teller, in vintage clothing.
"No one was into fashion when I was a teenager in West London. It wasn't about fashion." - Bay Garnett
Coining the term ‘thrifting’ - meaning to shop in second-hand stores - Garnett’s raw representation of authentic British style marked a seminal shift in the fashion industry.
The British photographer’s award-winning photography has been championed by iconic publications from Vogue to i-D. With his signature use of film and a super-16 camera, Craig’s unique style of naturalistic photography pays homage to the vintage-inspired collection and historical neighbourhood.
Golborne Road
by Bay Garnett
The shoot aims to capture a naturalistic and spontaneous sense of the Golborne Road girl. British model and musician, Lorelle Rayner, styled by Bay Garnett, models the collection in and around the Golborne Road neighbourhood. Photographer Tom Craig chose to shoot both on film and with a super-16 camera for a retrospective lens on the clothes and locations.
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Golborne Road gained notoriety in the 90s, earning it's reputation as a creative, multicultural community. Located in the corner of Kensington and Chelsea, the vibrant hub is home to second-hand treasure troves and celebrated vintage shops.
Alongside Portobello Market, it helped define West London’s idiosyncratic style with an evolving offering of street wear, denim and vintage. The diverse neighbourhood continues to celebrate fashion counter culture, providing endless inspiration for the capital’s stylists and photographers.
The founder and chief creative officer of M.i.h Jeans, Lonsdale’s distinctive style has grown out of her childhood surrounded by denim and her youth spent immersed in the street culture of London.
With an attitude and authority built on five decades of denim experience, M.i.h Jeans is known for it’s 70s style heritage and an inclusive, free spirited attitude called blue-jean spirit.
