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Geoffrey J. Finch, the 27-year-old bespectacled designer behind fashion label Antipodium, finds inspiration in the style-centric collective that hang out at his east London design studio.

Stocked in Liberty and Harvey Nichols, Antipodium's contemporary aesthetic is peppered with capricious steals from pop culture.

In 2004, Finch relocated from rural Queensland to London. A work placement at Ashe Peacock's Antipodium boutique and fashion agency led to a series of creative projects, from parties and exhibitions to catwalk shows.

Antipodium soon became home to a rabble of creatives, a fashion and art crew of editors and stylists, artists, DJs and photographers (and the odd Texan heiress). For Finch and Peacock, it simply made sense to dress them.

In 2006 they created a one-off capsule collection to sit alongside other design talent in store. It was radical in its straightforwardness and – catching the attention of British Vogue and Liberty – the label 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.

Now a fully fledged label, Antipodium enjoys a loyal following of creatives and taste-makers who embrace it as their unofficial uniform. Their individuality helps inspire Finch's designs and the label has struck a chord with style obsessives the world over.

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.

Added on: 09-4-2012 Hits: 1934

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