Dropping this month, Babyghost’s see-now-buy-now spring 2020 collection is grown up but definitely not old. This season codesigners Qiaoran Huang and Joshua Hupper channeled new-vintage nods from the late ’80s and early ’90s through a modern lens—one that they have focused on their multifaceted global girls, taking them from the cubicle to the club. In terms of inspiration, Hupper pointed to not one but many turning points for this outing, including ideas sparked in fittings, Jonathan Glazer’s Sexy Beast, and rereading Dior by Dior for the third time.
For a brand that sells a majority of its hip clothing to women between the ages of 25 and 35 online, it is shockingly connected to the consumer in a tangible way. Over the past year, it has increased its digital interaction with customers through a real online shopping assistant (who can try on pieces and advise on purchases), and it is also narrowing in on sustainability by making fewer products based on real numbers, which is improving business and profit. IRL, the duo debuted their favorite new spring 2020 looks at an intimate show in Shanghai, put on for close friends and clients earlier this year.
Speaking of their streetwear Shanghai girl, she would definitely be into the robe printed with African necklaces made out of safety pins, to throw on between dawn and dusk. But for a busier day, “blazers and dress shirts are our bread and butter,” Hupper mused. The mixed-print mini shift dresses and oversize jackets were equally timeless and trendy. Compared to seasons past, this collection offered more bright colors and wearable patterns but didn’t stray too far from the designers’ signature edge.
Layering is something Babyghost translates very well for every occasion. The knit cardigans in V-neck and oversize styles will give the label’s girl a bit more comfort (and warmth) while keeping it cool. “Sometimes people ask me, “So what does it mean to be a cult brand?’” Hupper said before offering a quick reply: “It’s the perfect spot where enough people know about you but not too many.” A spot Babyghost seems to successfully settle in season after season.
