Quiet luxury—the latest, short-lived fashion trend boosted by social media—may represent today’s standard of “classy,” but it is, objectively, boring. It embodies a muted-colour uniform for those wishing to project a polished version of themselves in a world marked by chaos and inequality. While the style still has merit, focusing on high-quality materials, minimalist design, and understated, timeless elegance, it ultimately lacks excitement. Fashion is cyclical, and once again, we’ve arrived at the moment where we ask, Where is the colour? Where are the fun designs? Where’s the character? Edward Cuming’s creative core directly addresses these questions.
The Spring/Summer 2026 collection, Joy String, is rooted in impulse, intuition, and the joy of uninhibited creation. The brand’s signature codes embrace cheerful patterns and playful fabric experimentation, without turning into tackiness. Tailoring merges seamlessly with comfortwear in a way that feels entirely intentional, and imperfections aren’t hidden; they’re celebrated.
Original prints are the highlight of this collection: polka dots that evoke confetti and Pop Art-inspired digital graphics by artist Dan Mitchell that cheekily read “Cuming” and “Cum.” Hand embroidery appears on gold-glittering skirts, shorts, and leg warmers, all finished with feather embellishments. Striking colours—yellow, purple, bright pink, and red—are combined with intention, creating an intuitive interplay of contrast and cohesion.
Joy String debuted during Paris Fashion Week with a large-scale showroom installation by Maria Ona, constructed from knotted scrap fabrics. The installation captured the essence of controlled chaos and the inventive spirit of Edward Cuming. Though experimental and purposefully hectic, the collection remains wearable, emphasising spontaneity, joy, and personality in dressing. And, in a time when we desperately need brightness and some humour, we’re thrilled to see brands like Edward Cuming set the pace.
