LONDON — SRVC, the five-year-old London brand with a studio in Soho, is courting London’s nonconformists with its latest rebrand effort for spring 2027.

It is pivoting from a niche, high-fashion edge, seen on the runways of London Fashion Week for three seasons, to what the brand’s founder Masha Adonyeva described as lifestyle-driven “wardrobe dressing” offering with clothes that feel special and fashion-forward, but are engineered to be worn and lived in.

To Adonyeva, the SRVC caters to those free-spirited, London-centric women who would mix sportswear, soft tailoring, and party pieces that move from office to art opening to late-night bar.

The brand’s spring 2027 collection, presented to buyers in Paris this week, featured camo references, mini-corsetry, lacing, and a touch of bondage hardware, tweaked via a more feminine, fluid point of view. The lineup also offered Japanese shirtings with refined stripes, cotton-based velvet tie-dye, and sporty hybrids, giving the collection a subtle tension between ease and attitude.

Adonyeva touted that the collection was designed to be “really strongly commercially viable” without losing interest or modernity. Her team invested heavily in fit and fabrication, informed by feedback from buyers and customers on the shop floor.

For example, one key insight was that customers would often try pieces on but hesitate to commit, with fit emerging as a decisive factor. That has driven a rigorous focus on pattern-cutting, comfort, and proportion during the design process.

Price positioning has also been recalibrated to the accessible luxury range to cater to a wider audience, starting around 95 pounds for simpler pieces, moving through shirts at roughly 125 pounds, and daywear capped below 450 pounds. Big statement coats stay below the 1,000-pound mark.

On distribution, the brand is adopting a hybrid model, working with wholesale partners like Machine-A in London, H.Lorenzo in Los Angeles, and more in Japan, while doubling down on direct-to-consumer, with a full collection launch on Farfetch in the pipeline.

The company is also eyeing pop-ups in London, Ibiza, Paris and potentially Los Angeles as a lower-risk way to test markets, capture customer data, and build experiential storytelling around the brand.

That experiential angle will be key to SRVC’s future. After three shows, Adonyeva said her team has been rethinking the classic runway format in favor of an “experience-based” presentation for the upcoming London Fashion Week in September.