"Do you know the film Clueless?" asks the PR at the G.V.G.V. showroom in Tokyo as she shows me their new S/S 14 collection. "Errr….doesn't everyone? At least everyone I've ever had a conversation with…" Clueless references are naturally rife in collections. They pop up even if they weren't necessarily reference. That's because in our heads, we will it to pop up so that we can just pull up any old excuse to rewatch the DVD for about the bajillionth (yes, that's a number) time again. "Clueless" has almost become an adjective in fashion to describe anything checked, cropped and topped up with a "Dr Seuss" hat and Calvin Klein and Alaia can thank Cher Horowitz for their designer namechecks before they became sponsored and deliberate in subsequent fash-generation films and TV series.
G.V.G.V. designer MUG (pictured below in front of the lookbook images) doesn't shy away from a theme. And what a theme to take on considering the baggage that already comes with it. It seems almost brazen to tackle a film like Clueless, as the central point of inspiration, given the universal love, adulation and obsession people have for it. Then again, who's going to say no to a sheer bomber jacket doodled with Cher, Dionne and Tai all over it. It's almost as if Mug has designed a collection that could be seen as fan merchandise for the film. If you want a 21st century reimagining of Cher, Dionne and Tai's wardrobes, you've got it. There's the cute plaid pieces that Cher and Dionne could have worn at the beginning of the film. There's an interpretation of the velvet pointed-collar dress, which Dionne wears for project "Get Elton to like Tai". There are takes on the infamous cropped jumper over long shirt combo that are crying to be worn with white knee high socks. Then there are more straightforward berets, sports jerseys and fifties-esque satin pieces emblazoned with the word Clueless for a more direct tribute to the film. Look closer though and it's in the fabrications that Mug of G.V.G.V. ensures this isn't just any old Clueless tribute collection. The plaid material punched to add a point of difference. The checkered jersey isn't a print but quilted to give a patchwork effect. As always G.V.G.V. goes all out with the accessories to really go all out on the theme. There's a "skinned collie" (not really…) backpack, Please Kill Me clutches, scalloped-edged glasses, frilly socks and knee high sock friendly platforms in Vans-esque checkerboard and sky blue.
Now I've been prompted to search for some illegal way of rewatching the film whilst I'm wide awak at night in Tokyo. It's way harsh on the brain but definitely some good to do sporadically. Especially when you've got G.V.G.V's collection on your mind.