The pandemic didn’t slow down Babyghost. In fact, the brand’s see-now-buy-now fall 2020 collection is just a taste of how co-designer Josh Hupper spent his time in lockdown; he also flexed his skills cooking French toast and playing video games. But sketching was still his main creative outlet, and Hupper said he designed his biggest collection ever during the shutdown. (His spring 2021 collection is already completed and will be shot this year.)
As for the collection arriving in stores now, film is a consistent source of inspiration for Hupper. He stitched Hitchcockian references into this season’s lineup, most notably a sheer twist on Eva Marie Saint’s iconic rose gown in “North by Northwest.” Hupper said Marissa St. Clair’s acclaimed book about near-death experiences, “Beyond The Light,” also influenced his frame of mind for fall. “Our clothing is really cute, but there is a darker twist, just like our name,” he smiled.
Oversized was the predominant silhouette this season, a trend that’s taken off in our moment of comfort dressing. Hupper and his co-designer, Qiaoran Huang, gave classic tailoring modern twists, like lace hems and deep-V necklines. The duo also introduced dresses, vests, and sweaters in a new dynamic knit, a growing category for the brand and a practical option for cooling weather.
When the pandemic hit, Babyghost was at an advantage with it’s already-established online following; it made their transition to a mostly-digital world quite seamless. Hupper and Huang are now experimenting with a “drop” model to keep their fans on their toes: Between seasons, they’ll release a series of small capsule collections and one-off pieces, which will quickly vanish into the closets of Babyghost die-hards.
