ANT!PODiUM

A contemporary fashion brand for creative minds. Its confident simplicity and capricious nature are unapologetically addictive.
Geoffrey J Finch, the bespectacled brains behind fashion label Antipodium, finds inspiration in the style-centric collective that hang out at his east London design studio.

Worn by fashion and art crew comprising of editors and stylists, artists, DJs, photographers and the odd Texan heiress, Antipodium enjoys a loyal following who embrace it as their unofficial uniform. Their individuality helps inspire Finch's designs and the label has struck a chord with style obsessives with a sense of cool (and or course, humour) the world over.

Stocked in Liberty and Harvey Nichols, Antipodium applies a modern sophisticated aesthetic, but with capricious steals from a wealth of pop culture. Finch describes this approach as 'tongue-in-chic,' creating fashion that is witty and unapologetically seductive– much like the label's wearers.

An eccentric teen style maven, Finch fled rural Queensland in 2004 for London drawn to the city's ballsy approach to fashion. A work placement at Ashe Peacock's notorious Antipodium boutique and fashion agency, led to a meeting of minds and creative magic. So, a collective began to form- parties, exhibitions and catwalk shows, of a giddingly chic kind, made Antipodium a home to a rabble of creatives and for Finch and Peacock, it simply made sense to dress them.

2006 saw the birth of a one-off capsule collection to sit alongside other design talent in store. Heralding personal style with modern classics - these wardrobe staples became wardrobe must-haves and caught the attention of British Vogue and Liberty. It was radical in its straightforwardness and fast made it onto the backs of a few high profile fans including Alexa Chung, Valentine Fillol-Cordier and musicians Beth Ditto, La Roux and Ladyhawke.

As collaborators, Finch and Peacock have a shared history, having both grown up in quiet Australian towns. Their grounded approach to life is, in part, reflected in
Antipodium's aesthetic. It may be at the heart of east

London design, but there's a natural pragmatism here, a realness that is an essential part of the brand.

Website: www.antipodium.com

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