In seasons past, I've really liked Holland's colorful, fun, youthful take on things--like a British Marc by Marc Jacobs in many respects, with A/W's giant striped and square American football theme certainly being no exception (and perhaps echoed in a somber and sobering fashion this season by NY's darling du jour, Alexander Wang). But for SS10, his mainstream success evidently led him to take his tongue-in-cheek attitude too far. The collection tag teamed between just plain unimaginative, clearly with an aim to be more appealing to retailers as opposed to editors (think two tone less-than-stellar suiting in skirts, short combos and traditional trouser/jacket varieties with with the signature HOH house motif stamped throughout) and the overtly tacky and unwearable M.I.A. baby-bump peek-a-boo of last year's VMA's style.
I know his has his hosiery line to promote, but seriously, sending four or five girls out in sheer, neon body-con lace "wedding gowns" circa 1986? Maybe Britney mid-meltdown or Heidi and Seal with their "white trash" themed vow renewal ceremony were his target customer. Seriously, who else would shell out £400 to look like Julia Roberts in Pretty Woman's happy ending if Richard Gere hadn't climbed back up her fire escape? Maybe if Agy had sported it, I could have been persuaded. But this season, as last, she was watching alongside Alexa Chung and Pixie, not walking.
Photos by Marina Scukina
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