It's not that the clothes are awful - Wrangler makes great jeans, and much else besides - but the way they are worn suggests the wearer has just fallen out of bed and groped in the dark for the first garment on the floor.
But anti-fashion is the big, boring thing, and Wrangler, at the launch of its autumn ranges, put the emphasis on that.
It was said to be 1970s retro, but that seemed mostly to do with platform shoes and a few jeans with flares. There is little new about any of this. Untidiness is a fashion statement. Men shuffling on in concerteening jeans, flapping shirts, and hooded "sweats". Not only is it old hat, it's very unattractive. But that is the whole point.
Women go for tightness, and while they might (officially) be wearing a trucker jacket (£75), and a pair of Bedford cord jeans (£37.99), it is dished up in a funky way with tight velour shirts (£32.99), skinny boob tubes, or unbuttoned check shirts. The items have funny code names: Paula stretch cord jeans, Tina boot cut dark rinse jeans, black Angie cyber jeans. Is it to do with outer space?
Khaki and indigo, raisin brown (tan?), and beetroot (burgundy) are the new colours, but black is big, and looking particularly threatening in shiny padded nylon bombers (£65.99), a fitting companion to Black Angie cyber jeans. Padded jackets, many in nylon, but also in denim, and canvas, are mostly in the shrunken bomber style and are worn over the "sweat", a hooded garment in cotton jersey.
The music played was Beautiful World but the fashion suggested something else. It's the latest, and it looks as if it would take two minutes flat to dress. That's bound to make it popular.