Henry Holland made sure his AW15 show was the most talked about (and Instagrammed) of the day.
With the dramatic departure from the signature House Of Holland aesthetic to 'Uptown Urchins', the travelator or the fun soundtrack, it was an all-encompassing sight to behold - and it had edge.
Teamed with flats, there was everything from stripes to sheepklin in a marrying of the House Of Holland tartans and palette of pinks and yellows with a darker, tougher side.
Speaking of the collection, Henry said: ‘She had the flat shoe, she was underpinned with all this black - not a very typically me.’ ‘A black trouser,’ I said, with an air of mock shock. ‘I know,’ Henry said with reciprocal mock shock, ‘they got made three days ago’.
The inspiration behind this new girl came from cult films Blade Runner and The Fifth Element, and Japanese street culture; a theme which continued to evolve as the 'ultra-modern' collection came together.
About the texture and volume, Henry said: ‘I like playing with that in autumn winter because it’s much easier. Spring summer is difficult unless it’s organza and then it’s see-through and no-one wants it.’ (Ever a man who knows his customer.)
And there were accessories too; colour pop shearling bags and moving on from the pussybow, a black necktie.
Complementing the polished but tough styles, TIGI European Session Director, Maria Kovacs explained the 'clean look hair [and] smooth roots with textured lengths, becoming an extension of her effortless uptown urchin street style' and the product of make-up artist Isamaya French's first House Of Holland show, the models sported fresh faces and a bold painterly eye.
‘I wanted to draw in French's signature style, very artistic. Also 'the girl' warranted this really strong graphic. A bold tough bitch,’ said Holland of this new bold make-up.
The space was perfect for the collection. ‘We knew about the venue and the tough, urban, structured landscape and I wanted to marry those two together.’
As ever at House Of Holland, there was a star-studded FROW, all of who looked to be loving their pal's newest creations. Alexa Chung, Pixie Geldof and Daisy Lowe’s dancing to Uptown Funk proved so contagious that Sam Rollinson joined in from the moving catwalk.
What of the travelator - as the social media fash pack coined it. ‘I wanted to because for me to do something a bit stronger and tougher and more machine-like, I needed to really drive it home because people associated the shows so much with fun and so much of that is in the pace of it and the walk so I wanted to slow it down.’
After another incredible collection - maybe his best yet - Henry did his token and endearingly uncomfortable jog around the travelator, scooting around the last model in his eagerness to get out of the limelight.