This season, McDowell presents a new collection that intertwines the story of Cinderella with Patrick’s own sustainable fantasy, creating a tale reimagined and retold as “Cinderella Shall Go to the Football.” Celebrating strong women, McDowell combines the magic and opulence of Cinderella with culturally iconic sportswear, putting the Femme into Football. The Princess will grace the turf in regal silhouettes and Swarovski jewelled boots, bringing the fandom of Liverpudlian glamour to make a statement.
Photos – courtesy of Patrick McDowell, Lorenzo Berni ©
McDowell also works to redefine the beautiful game by promoting Queer culture in football, an exclusionary space for many historically. The collection blurs lines between gender norms, as Patrick designs with princesses and punters in mind. To embody the strong woman leading the way, McDowell has partnered with Alex Greenwood, The Lionesses star player, who will showcase her Euro-winning boots on the runway and in images wearing pieces from the new collection. Additionally, the show will feature members of The Bloomsbury football club, who work with thousands of young people weekly across London.
McDowell employs colour blocking to create a playful nod to the well-known rivalry between Everton FC and Liverpool FC. The collection combines and juxtaposes the iconic colour schemes of both teams, with touches of iconic red and chartreuse playing off against the vibrant colours of Liverpool and Everton Kits. Hints of Cinderella blue and noir are also present, while prints featuring dried flowers from Patrick’s previous runway, football pitch mushrooms, magical raindrops, sensational crystals, and the Red Aids ribbon that supports McDowell’s partnership with Positive East, London’s leading HIV charity. McDowell’s approach fuses contemporary and classical design, using couture techniques to redefine sportswear. The collection features modern adaptations of Cinderella’s dress with a Liverpudlian twist, as well as upcycled Swarovski crystal football boots reimagining the glass slipper.
McDowell’s commitment to sustainable fashion is evident in his design philosophy, which focuses on using recycled and sustainable materials. Partnering with Evolved By Nature, all of the leather pieces in the collection are chrome-free and naturally tanned, with a biodegradable finish made from Activated Silk biotechnology. The aim is to ensure that these high-quality, durable pieces will eventually decompose back into the earth. Fabric printing is done in the UK by Esce-tex, using sustainable sources and techniques on TENCEL LUXE fabrics, a biodegradable filament solution suitable for a range of applications. The collection also features vintage silk from Taroni and Harris Tweed Hebrides woven tweed from Scotland. Manteco supplies MWool, a recycled wool material dyed without harmful chemicals. In addition to using short supply chains and other sustainable business practices, Thermore provides wadding made of 100% recycled fibres from post-consumer plastic bottles and microfiber-free Ecodown. CHARGEURS PCC offers eco interlinings from their S360 collection, incorporating GRS-certified recycled and corn-based binders, along with NATIVA wool paddings.
McDowell has designed each piece of the collection in London with a low carbon footprint, and they will be available in limited editions on a made-to-order basis on the brand’s newly designed website after the show. The McDowell brand prioritizes avoiding overproduction and creating garments that are long-lasting and emotionally connected to the wearer. To further the brand’s commitment to people and the planet, McDowell has partnered with Ecologi to plant a tree for each guest attending the show. Ecologi is a company that simplifies climate action for businesses and individuals. Olivanna, a sustainable, high-performance skincare brand, has prepared the model’s skin using the next generation of skincare products. The show will also feature multi-award winning, plastic-free natural deodorant that performs without leaving marks on clothes. The makeup is by Daniel Bauer Academy and the hair is supported by Toni & Guy. The reusable astroturf runway has been supplied by Easigrass, and the fairytale footwear is provided by Manolo Blahnik. The show will take place on The Mills Fabrica estate, an innovation platform that supports fashion tech style and agtech companies to transition to a more sustainable future through innovation and collaboration. Sustainable Cremant brand Clii will serve drinks at the show.
We recognize that not all of our supporters can attend the show in person, which is why we’ve collaborated with VIOU to live stream it directly to you. You can also purchase pieces directly from the runway, access behind-the-scenes content, and view exclusive interviews with the models. Simply scan the QR code to participate from anywhere. Every download will result in a £10 contribution to Patrick’s preferred charity, Positive East.
In the bustling heart of London stands the independent brand of Patrick McDowell, a leading voice in sustainable luxury fashion. With a mission to reinvent the role of a fashion designer, McDowell’s debut collection at London Fashion Week in 2018 was just the beginning of a captivating journey that has gained recognition from industry titans who share his vision for a circular solution and system that values creativity and accessibility. For McDowell, community and craftsmanship are the backbone of everything he does. By blending traditional techniques with ethical design practices and empowering brands with the tools for lasting change, collaboration becomes the key to collective creative success. As a true storyteller, McDowell weaves his personal history and advocacy for long-term impact into every collection. His world is one of timelessness, elegance, collaboration, and political statement, a patchwork of beauty and resilience that inspires us to create a better future.
LOOK BOOK SHOOT CREDITS
PHOTOGRAPHY: Lorenzo Berni
CHOREOGRAPHY: Richard Pye
MAKEUP: Daniel Bauer Academy
HAIR: Toni and Guy
Location: Mills Fabrica
RUNWAY CREDITS
Location: The Mills Fabrica’s wider Estate (21 Caledonian Road)
Lighting & Video directors: Rupert Murray & Ben Ashpey
Music: Callum Crighton
Show Production: Mark Eley
Choreographer: Richard Pye
Hair: Toni and Guy
Makeup: Daniel Bauer Academy
