Clara Amfo’s new competition mixes streetwear and social awareness



IN The dropyoung streetwear designers from across the UK struggled to win over both judges and the public with their design skills, which broadcasts Clara Amfo host.

Accused of not only making a piece of clothing but also launching it in the most conspicuous way possible, the young visionaries held their breath as musician and fashionista Miguel led the judges, including grime artist JME, to evaluate their creations.

Who would win them? The 28-year-old Liverpudlian Ruth stood out with her The morning of death-inspired gilet. Exhibited playfully behind glass – complete with instructions to “break in case of emergency”, with vivid letters – her concept was as charming as her clothes.

Equally strong was Essex’s Missy, 27, who made a cropped puffa jacket to introduce her 90s hip-hop-inspired brand, Misemi. Using graphic orange letters on the white background of the jacket – “They love our culture, but they do not love us” – it gave a political statement as well as a fashionable one.

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But 21-year-old Ibzz from Edinburgh struggled to carry out his ambitious vision and ultimately paid the price as the first to leave, as neither the judges nor the public responded well to his self-conscious luxurious sweatshirt.

The drop‘s week by week competitive format may not be revolutionary, but its awareness of how social media blurs the boundaries between individuals and brands made it feel relevant and related.

When Missy’s jacket was declared JME’s favorite, her understanding of how to tell a story with clothes as well as about them marked her as one she should see.

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