TONGUE IN CHEEK

Best friends model Edie Campbell and artist Christabel MacGreevy are infectious. If something isn’t “jolly”, you can be sure it’s “cheerful”, “incredible” or “astonishing”. Only good vibes here. So it’s no surprise that the amicable duo have a network of industry pros only too happy to help take Itchy Scratchy Patchy – the pair’s fashion brand of three years – to the next irreverent level.

“People have been so generous with their time and energy,” Edie tells us, when we meet at an east London bakehouse close to their studio. “It’s to our astonishment we hear, ‘Yes I’d love to do a day with you’. It’s been so enjoyable to create a little community around what started as a thought and a passion.”

All the same, when Edie, who’s second photo shoot at the age of 15 led to a British cover, swiftly followed by a Burberry campaign alongside Kate Moss, mentions “people”, she’s not talking your average bod. Alongside big name retailers, brands, set designers and glam squads, who have lent their services to Itchy Scratchy Patchy, is storied photographer Tim Walker,