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10 Questions With Geordie Campbell
The *[British boy] designing menswear with a tad of womenswear
10 Questions With | Sept 22, 2025
Designer Geordie Campbell is all about British nostalgia and keeping ready-to-wear fun, with a touch of feminine.
By Caterina Guarna
It's fun, it’s a bit mischievous and, most importantly, it’s British. Geordie Campbell’s eponymous label is all of that. Hailing from Leeds Arts University and having worked at S.S. Dailey, Très Bien and Anya Hindmarch, with his own label Campbell wants to make ready-to-wear fun and light-hearted. Especially by exploring the feminisation of menswear (as he himself puts it, his work is “Menswear with a tad of womenswear”), he weaves a sense of boyish innocence inside his collections, rooted in British nostalgia. The inspiration for his AW25 collection was a picture of his dad standing on the front step ready for his first day of school — we sat down with Campell to find out what is the inspiration for his latest collection!
Why do you do what you do? What keeps you motivated to keep creating fashion collections?
I get such a kick out finding idiosyncratic pieces that I can add to my wardrobe, that help define my character or sense of self. I think the idea that the clothes I design might have the same effect on someone else keeps me motivated. The idea that I’m helping someone step out of the comfort zone or help find their individuality.
What is the best part about creating in London, right now?
I love how collaborative London is. The journey of any collection doesn’t stop at the designs. Working with photographers, stylists, make up artists, hair stylists, directors, there is just such an incredible hub of visionaries and everyone brings a fresh perspective to the table.
What is one ritual you do in preparation for LFW that people wouldn’t expect?
I try to avoid looking at the collection for a few days. I spend months dissecting every garment, analysing each piece in detail, so taking a short step back allows me to return with fresh eyes. It helps me see the collection as a whole and really brings it to life.
If you had to describe your latest collection with one track – what would it be?
It’s a tricky one - as there are two prongs to the collection. I would probably have to go with ‘She’s Leaving Home’ by the Beatles.
Over the past few challenging years - with Brexit, post-Covid, with the retail landscape a bit of a mess - how have you thought about what you make and how to make it connect with your customer?
One thing that I think has become ever more apparent in today’s wardrobe, is the blurred lines between smart and casual. Work and office wear have started to merge into every day wardrobe, and formalwear is fading into the background. So in light of that, being true to the term ‘Ready-to-wear’ is super important to me and how I go about designing. I want people to treat Geordie Campbell garments as every day, wear-to-death pieces. This idea that someone would invest in a garment from somewhere high-end to only wear it once or twice a year blows my mind.
What is the design element of this collection you are the most obsessed with?
It has to be the crochet curtains on one of our knit cardigans. They make me laugh every time I look at them.
And what is the most British thing about you?
Maybe that I have a brew every morning without fail? Yorkshire tea, dash of milk, no sugar. Please and thank you.
Is there an era that particularly inspires your work?
It changes each season, but for SS26 It’s been the 80’s mens athletics style.
How do you continue to bring a mischievous nature into your collections?
I try and bring a bit of childish humour into the designs. Like our AW25 collection having an oversized scarf that read ‘Good Boy’ or sticking star stickers all over my torso, it’s fun, and a bit silly. I try not to take my design process too seriously because where’s the fun in that?
If you were to get a ‘first place’ ribbon, what would it be for?
Hmm - changing my mind? I stand by the statement that your first idea is just a warm-up. Keeps people on their toes too!
Explore more from Geordie Campbell HERE