First, then, the mad prints. There were House of Holland zigzags everywhere on Gwendoline Christie, the 6ft 3in House of Thrones star, on Nicola Roberts long tube dress and on Henrys mum.
You have to hand it to Henry Holland. His audience, that as usual included Alexa Chung, Pixie Geldof and Kelly Osbourne (none of them in zigzags, but in other Holland creations) dont just show up, dutifully wearing his clothes; they are as much a part of the show as the models on the runway.
Picture a gaggle of gossiping girls, all gorgeous, lapping up the clothes, pointing to their favourite pieces, having a laugh and you have the House of Holland brand DNA right there.
As for the clothes on the catwalk they are as fun, irreverent and unpretentious as the girls who wear them. But whats this? A cohesive collection of punchy prints, sparkling brocades and lace dresses? A strong vision of a kind of grunge princess? A clear injection of more luxury fabrics? And some really covetable accessories, too? Slouchy golden boots and beanie hats covered in boiled-sweet-sized crystals.
Looks like Henry Holland is turning our guilty fashion pleasure into a maturely-executed brand. But without losing the stuff that makes it all so him an anti-fashion snob who doesnt take himself too seriously.
House of Holland. A very British brand.