Since Adam Frost’s move back to his hometown of Hastings, he feels more inspired than ever to create. For AW24, Frost presents a capsule collection of ten looks. Drawing inspiration from his muses; Grace Jones, Björk, Tracey Emin and the more unlikely Joan Of Arc. Frost’s initial ideas came from tough suits of armour and regal dressing from the 1400’s. He looked at silhouettes of medieval body armour. He mirrored these into his corset-style bodices, painted in true Adam Frost style with his iconographic ‘Faces’ and layered over soft dresses and sequin kaftans.
The stand-out looks in RIGOROUS are the mixed-media faux snakeskin dresses and two-piece, which combine spray paint, PVC and delicate hand painting. With the word RIGOROUS in mind, Adam’s goal is to create strong power-fashion to be used as escapism and a safety blanket in a time of incomprehensible sadness.
“For this collection, I used mixed media as inspiration; prior to the design process, I worked on a series of paintings, sculptures, music, and performance art. I always knew I wanted to explore women throughout history as a theme. I am designing for the powerful women; Joan of Arc, Boudica, Elizabeth I. Imagining what they would be wearing in this century; born in the social media generation” says Frost.
Never straying too far from his working-class roots; satirical nods to ‘Council House Chic’ (Adam’s words) are peppered throughout RIGOROUS. The ‘Acid House, Prairie’ snakeskin dress is complete with matching rain bonnet “The pieces are made to pop to the corner shop for a bottle of voddy and a vape, just as Joan of Arc would have done if she had the opportunity” exclaims Frost.
Creative Director: Adam Frost / @adamfrost
Modeled by Muse and Musician: Jeanie Crystal of ‘Jeanie Crystal and The White Boys’ / @jeanie_crystal
Photographer: Declan Kelly / @_declankelly
MUA: Sofia Paradis / @sofiaparadis
PR: KMR Consultancy / @kmrcomms
Studio Assistance: Anna Mann / @annamann_makes
Shot on location at Goat Ledge, St Leonards on Sea
