At one point Lily Allen was known as the daughter of actor Keith Allen. Now youngsters approach Keith asking if he’s Lily’s dad. Her fame as one of Britain’s leading musical artists has ensured she’s become a face to watch. And Lily was recently photographed for an ad hoc Gio Goi photo-shoot at her father’s home in Gloucestershire.

The Gio Goi impromptu fashion shoot happened when the owner of the fashion label Gio Goi, Anthony Donelly turned up at Keith Allen’s home. Lily posed in a range of Gio Goi clothing, using Keith’s house and the surrounding grounds as locations for the shoot. The Gio Goi snaps of Lily have caused something of a buzz amongst fashion aficionados. Unlike many fashion shoots that are glossy and staged, the photos have been praised for having an intimacy, with a relaxed vibe as Lily clutches a pint posing in Gio Goi t-shirts. The photos tap into the Gio Goi vibe with its rock ‘n’ roll, rebellious vibes.

Gio Goi was a fashion brand launched in the 80s and revived again in 2005. Its roots were in the Manchester band scene, where indie rock and dance music spurned a new aesthetic and the Donnelly brothers began selling clothes at clubs and raves. Musicians such as Shaun Ryder, Blur and Primal Scream all wore the Gio Goi label. But Gio Goi closed down after a legal battle over its branding but came back in 2005 carried by a wave of new generation musicians including Pete Doherty and Amy Winehouse. And now the Gio Goi brand keeps forging forward, keeping its strong links to the rebellious side of the music industry.

Gio Goi is one of the UK’s fastest growing streetwear fashion labels. Anthony and Chris Donnelly who founded Gio Goi, are good friends with many famous faces, including Lily’s family. According to reports, after the unplanned photo shoot with Lily, she invited everyone to the local pub where her dad Keith Allen played an impromptu gig. Lily Allen has fast become a face to watch in the fashion world, as well as the music industry. As well as wearing Gio Goi, she has modelled for other big brands and recently won the GQ woman of the year award.

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