May Style File: The 3W3 Collection

A new collection from Scott Sloan and Jordan Hone pays homage to London fashion and popular culture.

Cast in London’s Covent Garden and shot in Shoreditch in the historic East End, SW3 (the postal code for London’s Chelsea district) is an exciting new collection from creative colorist Jordan Hone and hairstylist Scott Sloan that’s infused with a cool retrospective of Chelsea’s Kings Road, a cultural landmark that was once synonymous with mod style and swinging sophistication. Focusing on Scott’s signature aesthetic of creative yet commercial styling, precision cutting with maximum wearability is key throughout the collection with geometric angles providing really strong framing to the face. The look is sharp, defined and impeccably finished. Nevertheless, femininity prevails via Jordan’s softening of texture and use of a natural color palette in which high shine plays a key role, creating a sense of luxury and opulence.

In keeping with the ’60s vibe, quintessential fashion styling cues feature a high polo neck, tailored collar and expensive fabrics reminiscent of the Cavanaugh suit that was popular in the ’50s and ’60s. For the record, John Cavanaugh was a successful Irish London-based couturier, whose style is described as reflecting Paris chic. Minimal makeup keeps the collection from looking too retro, and the photos were cropped to focus on the hair. —Marianne Dougherty >

Photography: Jack Eames; Makeup: Maddie Austin; Fashion Styling: Clare Firth

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