LOVEGUTS

Grey Sheep

lovegutsss

Location

london / United Kingdom

University

central saint martins

Graduation year

2012

Main Manufacturing Countries

United Kingdom

Contact

LOVEGUTS is a new luxury women’s streetwear label launched in 2022 by London based designer, Rachel Lovelock.

Influenced by all facets of feminine expression, LOVEGUTS plays with the dichotomies of elegance, sensuality, and unrefined, awkward beauty.

LOVEGUTS is known for it’s original prints designed in-house which are locally printed on luxury silks and organic cloth. There’s something very easy about the designs that let you feel free to move, to dance, and evoke a strength and presence in a nonchalant kind of way.

Rachel Lovelock is a Central Saint Martin’s womenswear graduate and has been worked previously under her own name. Her clothes have been popular with female music artists such as Little Mix, Laura Leezy of Khruangbin, Zara Larsson, Louisa Johnson and other MTV personalities.

Latest Collection

Home Is Where The heart Is

INFLUENCED BY ALL FACETS OF FEMININE EXPRESSION, LOVEGUTS PLAYS WITH THE DICHOTOMIES OF ELEGANCE, SENSUALITY AND UNREFINED, AWKWARD BEAUTY.

… LOVEGUTS 001 Home is Where the Heart Is, is about the exploration of all parts of myself. It became a journey of self exploration and identity.

In my eyes femininity has always had a defined expectation about it. But I feel now more and more women are expressing themselves in multifaceted ways that are in line with truth and an inner connection with themselves. It’s not about hiding anymore, or toning it down in order to be liked or appropriate.

I listened to the personal stories of female music artists like Madonna, Britney Spears, Lady Gaga and Billie Eilish. They all really inspired me to show up for myself creatively and honestly in the LOVEGUTS project. Working with female music artists has and will always be important to me and the work overall.

The clothes are intended to make you feel a certain way. They’re made to move in, to dance in, and evoke a strength and presence in a nonchalant kind of way.

It’s a lot about the fabrics, the prints, and quality. I wanted to make women’s streetwear at a luxury level that you can wear all the time without being super precious or having fear of doing whatever you want to do. All the prints are designed in house and locally printed on a range of silks and organic cloth. As LOVEGUTS works mostly on a made-to-order basis there’s no excess stock and we keep sustainable practices in place. LOVEGUTS is proud to be apart of the slow fashion movement.

Rachel Lovelock xx