Words: Theo Thompson Images: Shaun Evans / @Magoo
‘For those who witnessed his showcase, the message was clear: Olli Hull is a designer who isn’t just participating in fashion, he is rewriting the rules’.
Olli Hull’s presentation during London Fashion Week was an event that blurred the lines between art, fashion and activism. Hosted at Cloud X, the intimate setting offered an immersive experience into Hull’s creative universe, where the artist’s passion for sustainability and upcycling was powerfully evident. The space itself had a curated gallery feel about it, as guests mingled among Hull’s bold, hand-painted garments, exploring pieces that redefined what fashion can be.
Hull’s approach to fashion is nothing short of revolutionary. Known for transforming second-hand and vintage clothing into wearable art, his latest collection continued to push the boundaries of creativity while championing sustainability. Each piece was hand-illustrated, merging fashion with a visceral, almost anarchic artistic energy. As Olli explained during our conversation, he draws inspiration from a wide range of sources; whether it’s a lyric from a song, a line of poetry or even a quote from Real Housewives. His work, however, goes far deeper than surface-level influences. It is driven by his personal mental health journey and a desire to create pieces that resonate not only with himself but also with the struggles and triumphs of others.
“I think I’m constantly absorbing the world around me,” Hull shared. “Everything from pop culture to deeply personal experiences feeds into my work. It’s all about what resonates emotionally, and I want that to translate into something people can wear and feel empowered by.”
The collection itself was a celebration of artistic freedom and the breaking of norms. Bold lines, distressed fabrics and chaotic yet intentional splashes of colour brought each garment to life. Many of the pieces Hull showcased were reconstructed from deadstock and discarded clothing, continuing his mission to create fashion within the confines of sustainability. Hull is unapologetically committed to the integrity of his brand, saying, “I feel like my audience has followed me from the beginning because of this commitment, and it wouldn’t feel right to abandon it.”
The pinnacle of the evening came when Hull himself took to the centre stage, joining a model wearing a vintage 1980s bridesmaid dress. In a live performance that captivated the audience, Hull transformed the dress before their eyes, splattering it with signature illustrations using paint and spray cans. This moment was a perfect encapsulation of Hull’s ethos: fashion as a form of self-expression, creativity without compromise, and a dedication to sustainability.
Olli Hull’s work is not just fashion, it’s a form of rebellion against waste and the conventional fashion industry. As he plans to expand his brand, Hull remains committed to collaborating with sustainable manufacturers, upcycling deadstock and creating one-of-a-kind pieces that challenge the mainstream. His vision for the future of fashion is bold, forward-thinking and, most importantly, authentic.
