The bucolic tone was set right away at the Kinder show, as the warbling strains of Maria Von Trapp yodelling The Lazy Goatherd blasted through the BFC.
Yes it was rustic, yes it was farmyard, yes it was blissfully innocent.
Girls with roll-in-the-hay hair and paint-on freckles looked as though they would be just as at home milking a cow as they were on the catwalk, such was the rose-tinted appeal of their buttermilk pinafores and cotton poplin dungarees.
The clogs only added to the Dutch farm-girl appeal: wallpaper prints akin to the Delft patterns of the 17th Century Dutch golden age decorated simple pleated skirts and button-up shirts.
But, surprisingly, this was not a litany to the land: it was conceived as an ode to the sea. Aggugini had read Hemingway's 'Old Man and the Sea' and imagined a girl embarking on her own seafaring adventure. Hence fisherman caps designed by Stephen Jones and double-breasted mariner's blazers, low slung fisherman's shorts and tiny prints depicting mermaids and seahorses. But it was only when the octopus dress came out at the end that the saltwater message became clear.
A dramatic departure from the gingham cutesieness up until then, the evening looks were made of velvet devore in black and nude, with velvet octupus tentacles cleverly snaking down the sheer skirt of the dress.
A strong look to finish on - because even farm girls like to have fun.