Surveillance, Cigarettes and an OnlyFans Collab, It's Natasha Zinko SS27
Featuring an all-star cast of British icons.
Smoking, strippers, an OnlyFans collaboration and some serious British personalities… it can only be Natasha Zinko. The brand’s SS27 show took the best kind of chaos and pure rock and roll, and turned it into a high-energy performance that was so much more than a runway show.
So, what happens when you know everyone is watching? For Spring/Summer 2027, Zinko turned that question into a game of performance, surveillance and self-presentation. Titled “Pay Per View,” the collection explored what happens when we’re constantly aware of an audience, whether that’s online, onstage or sitting directly in front of us.
Inspired by Michel Foucault’s writing on the panopticon, Zinko brought the idea to life inside a brutalist former theatre. Models, musicians, performers and cult figures occupied individual windows across two levels, appearing under random bursts of light. Among them were Katie Price, Kelly Osbourne and Hypebae’s own editor Navi Ahluwalia, each arriving with their own props and personas.
On the runway, familiar archetypes were warped beyond recognition. Fetishwear collided with clubwear, theatre costumes and PPE, while sheer latex, satin, leather and low-slung silhouettes turned everyday uniforms into something stranger. A sailor-inspired look came complete with a backless halter and flash-ready pose, while corseted pieces were padded into exaggerated, bulbous forms. Elsewhere, money became another recurring motif, with tiny coin purses placed pointedly on the body. A rose-covered mini dress, made from flowers Zinko had allowed to wilt at home, brought a more romantic kind of decay.
Despite its commentary on surveillance and monetized attention, “Pay Per View” never felt overly serious. In true Zinko fashion, the collection found the fun in being watched and made sure there was plenty to look at.
Check out some of the looks above and head to the brand’s website for more.
For more on London Fashion Week, here are our favorite shows from SS27.
