SRVC SS27
Flower Market
Writer: Ruby May Britton
Images By: Ines Bahr
SRVC’s SS27 collection is functional, sensual, and oh so London.
As I walked into St George’s Street gallery, it felt like I had stumbled into a bustling fruit and veg market. Produce of the brightest colours filled my vision, alongside gorgeous bouquets of fresh flowers. The setting felt reassuringly familiar. It was not overwhelming or tense like a catwalk can be, but rather casual and laid-back. There were no seats at this presentation. Instead, guests were free to wander through the space, which felt less like a runway and more like a corner of London itself.
Founded by Masha Adonyeva in 2021, London-based womenswear label SRVC has built its identity around the relationship between garment and body, creating pieces designed to balance functionality with a polished aesthetic. The SRVC Flower Market continued this conversation, presenting a wardrobe that felt considered without losing its sense of ease.
The show's premise draws directly from London's actual markets. From Portobello and Columbia Road, to Broadway Market and Berwick Street, all are spaces where community and commerce naturally overlap. Rather than staging a conventional show, SRVC set out to recreate that informality: people arriving, conversations happening, objects changing hands. As a guest, I actively moved through the space and even interacted with the models. This deliberate informality was new yet so welcomed, and it was comforting to know I wasn’t going to have to sit as still as a statue for the next twenty minutes. Accompanied by the soundtrack of international DJ Wolfram, the conversation flowed as the market unfolded.
The collection itself leans into a tension SRVC has been building toward for several seasons now: sensuality against pragmatism, decoration against utility. Denim remains the brand's anchor, this time re-proportioned and deconstructed, with shirting treated less like an occasion piece and more like something meant to be worn in, re-worn, and reshaped. A muted floral print is consistent throughout the collection, tying back to the market concept in an almost literal sense. I particularly enjoyed the label's promotion of wearing those extravagant pieces that are currently collecting dust in the backs of our wardrobes.
I mean, why shouldn’t we wear sequins on a Tuesday?
Currently, our definition of what is extraordinary and what is simply ordinary is changing and sensuality and pragmatism are starting to go hand in hand. SRVC pioneers this. The boundary between precious and everyday clothing items is becoming increasingly blurred, and this shouldn't be a bad thing. If we are being encouraged to wear more ‘extravagant’ items, our wardrobes instantly become more wearable. Rather than saving that fancy embellished blouse you bought for a birthday, why not pair it with some denim and wear it to the office? SRVC’s SS27 insists that clothes are not just for a single moment or occasion.
SRVC positions their clothes as something lived-in from the start rather than something unveiled and then, only later, worn. This sustainability is further reinforced long after the show’s ending, as leftover food went to a local soup kitchen, and flowers from the market
were donated to hospital patients. These small gestures all work to extend the "market" idea past the one evening it existed for.
The concept of the market really works for this collection. The market is a natural setting in which most people feel instinctively comfortable, and this undoubtedly feeds into the collection. Adonyeva’s creative vision aims to produce a wardrobe for the self-assured, adaptable woman that the brand has always catered for. The Flower Market isn't just a venue; it represents a place where SRVC’s entire ethos is brought out of abstraction and into real life.
