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For Autumn/Winter 2025, Billionaire Boys Club (BBC) dives deep into the rhythms and aesthetics of dancehall, reggae, and lovers rock, refracting them through its signature cosmic and street dandy DNA—a style code perfected by Pharrell and his creative circle. The result is a collection tuned to a new frequency, seamlessly connecting Kingston, London, and New York.
The collection draws heavy influence from the “Rockers” look and the casual elegance of Caribbean dandies, creating a sharp contrast between sports tailoring and utilitarian workwear. Handcrafted details mimic the texture of vintage vinyl sleeves, while visual cues reference recording studios, improvised clubs, and the laid-back silhouettes of island life. Knitwear takes center stage, enriched with patchwork and textural depth.
At the heart of the campaign is Ronald “Uncle Ronnie” Jarrett, a living legend of the Jamaican music scene, whose presence anchors the visuals in a raw, documentary-style aesthetic. Framed by the sea, urban concrete, and lush tropical hills, the imagery celebrates the collective memory of sound as a cultural weapon, cementing BBC’s commitment to telling stories through style.
Check out pictures from the collection below, captured by Fabien Montique.
Ph. Fabien Montique