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BEHIND THE DESIGN: YEAR ZERO LONDON

Ready to turn up the volume on your wardrobe? Our latest art-meets-fashion takeover is with Year Zero London, the disruptive design studio loved by the A-list. To celebrate the launch, we caught up with the brand to chat style, dopamine dressing and the pieces the three founders love from the collection.


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What was the original intention behind founding Year Zero London?


Year Zero London was founded to challenge how fashion is made and experienced. From the beginning, we approached clothing as art: hand-painted, instinctive and deliberately non-uniform. Rather than following trends or seasons, we focused on creating one-of-a-kind pieces that carry energy, emotion and attitude. The brand is built on the belief that individuality is the ultimate luxury, and that fashion should feel personal, expressive and unapologetically bold.


What is the vision and philosophy behind Year Zero London?


The vision behind Year Zero London was to start again, a clean slate, a Year Zero, where fashion could be approached with freedom, optimism and individuality. We wanted to create a world where clothing is expressive, art-led and emotionally charged, rather than uniform or trend-driven. Each piece is designed to feel personal and lived-in, whether worn on stage or in everyday life. At its core, Year Zero is about creating timeless, one-of-a-kind pieces that spark conversation and hold meaning by existing outside of fashion cycles.

How did the River Island collaboration come about?


The collaboration with River Island grew from a shared belief in creativity, openness and expression. From the first conversation, there was genuine respect for what Year Zero represents, not a desire to change it, but to translate it. River Island approached the partnership with curiosity and trust, giving us creative freedom to explore our archive, colour palette and philosophy without dilution. What connected us was a mutual belief in joy, energy and individuality, and the idea that expressive fashion should feel alive and accessible.

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What was it like collaborating with River Island?


Collaborating with River Island was genuinely exciting and creatively energising. From the start, the team was open, curious and deeply respectful of our vision. There was a strong sense of trust throughout the process, which allowed us to stay true to who we are while exploring new possibilities together. It’s rare to work at this scale while still feeling creatively free, and that balance made the experience both inspiring and rewarding.


How would you describe the collection?


The collection is joyful, expressive and full of energy. It takes the art-led spirit of Year Zero London and translates it into wearable, easy pieces that feel bold without trying too hard. Designed to move effortlessly between everyday life and moments of expression, the collection is playful, colourful and timeless. It is created to lift your mood, spark conversation and feel personal every time you wear it.


How would you sum up Year Zero London in three words?


Individual. Expressive. Unapologetic.

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Do the founders have favourite pieces from the collection?


Louise loves the tracksuits. They’re fun, colourful and feel great to wear. Tatum is drawn to the jackets and bags with affirmations. They’re bold, expressive and mood-lifting. Rocky gravitates towards the graphic pieces. They feel easy, playful and confident.


What does “dopamine dressing” mean to you?


For us, dopamine dressing isn’t about trends or labels. It’s about how what you wear makes you feel and how it connects you to the world around you. Clothing has the power to shift your mood, confidence and energy. Colour, art and expression bring joy, but there is also something powerful in human exchange. When someone stops you to say you look great or asks where a piece is from, that moment of recognition and connection becomes part of the dopamine. It’s about wearing something expressive and personal, and carrying that feeling with you throughout the day.

What advice would you give to young creatives?


Know your worth, protect your vision and don’t wait for permission. Expect nothing, stay focused and appreciate everything, because every experience adds to your voice. Make work that feels honest and personal, even if it doesn’t fit neatly into what already exists. If you stay true to who you are, the right people will find you.


What influences your work?


We’re influenced less by fashion and more by lived experience. Art, music, travel, street culture and human connection all play a role. Anything that carries energy, emotion or movement can become an influence. That instinctive response to the world is what shapes our work.


Who has worn or collected Year Zero London?


Year Zero London’s work has been collected, commissioned and worn by a range of cultural figures and style icons across music, fashion and contemporary culture, including Beyoncé, Madonna, Pharrell Williams, Kate Moss, Kylie Jenner and Lana Del Rey. Working with individuals who have such strong personal identities reinforces what we’ve always believed. True style comes from individuality, not trends. These relationships don’t shape our direction. They reflect it.

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