Gui Rosa Spring/Summer 2027 / SS27 at London Fashion Week entitled “HI, SOCIETY” at St. James’ Court, A Taj Hotel on 20 September 2026.

“Hi, Society,” says the debutante at the ball. She is wearing salmon and aubergine, and she feels delicious. Everything has been leading up to this. The boys watch her in the mirrored ceiling; they point and whisper. Where could a girl like this have been hiding? One by one, they beg a dance from her, hearts thumping. Is she even looking at them? She’s so hard to read. Her mouth does not open; it seems her thoughts are elsewhere. Does she even speak their language? Over their shoulders, she parts her lips.

For SS27 / Spring/Summer 2027, enter the boudoir of Gui Rosa’s Portuguese grandmother: a world of gossip, embroidery and sitting around, dominated by the drama of television soaps. Old-world craft techniques, passed down through generations, are reworked into a cocktail of leather, chiffon, cashmere and crochet. Iberian melodrama is perverted with an erotic London twist. In this deranged cotillion, buttons are undone to reveal more skin, and effervescent garments are hardened by jump rings, turned into armour. It is a debut collection of twists, illusions, wigs and disguises; like the plot of a telenovela, everything is falling apart with intention. The final act begins. The Gui Rosa girl knows exactly what she is doing.

Without warning, it’s late. In fact, the sun is coming up. Where did the night go? It fizzed like the flutes of champagne, and was swallowed. The boys at home dream of what she was wearing, the bite of her leather. They don’t have the vocabulary to describe her dress, but they remember how it felt pressed against their skin, how it seemed to evaporate as she turned. It is in tatters now, just as she had known it would be. The early morning air is cool, but don’t worry, she has a cashmere. Are the church bells ringing already? She totters out of the ballroom, thinking of someone who wasn’t there. Where next, she muses.

Gui Rosa SS27 / Spring/Summer 2027 by the brand. CREDITS TO : Creative Direction Gui Rosa, Art Direction & Casting Carola Monteleone, Makeup Thom Walker, Hair Moe Mukai, Set Design Jack Appleyard, Movement Consultant Søren Muller, Production Szymon Szaja at Odds Studio, Words Olive Parker, Venue St. James’ Court, A Taj Hotel @taj51bg @sjctaj, PR PURPLE