To launch a creative partnership with Guinness, Jonathan Anderson sends a model down the catwalk at Milan Fashion Week in a jersey pearl-style sweatshirt, mixing elements of unexpected luxury and grounding them in familiar iconography.
Jonathan Anderson
Magherafelt-born fashion designer Jonathan Anderson (39) has announced a new creative partnership with Guinness.
The Northern Ireland native, who is the son of former Ireland rugby union international Willie Anderson, established his luxury fashion house JW Anderson in 2008, which has since evolved into an internationally renowned and award-winning brand.
Speaking about his new partnership with the famous Irish stout, Jonathan said: “I’ve always been obsessed by Guinness and their brand.
“I think they are still today one of the greatest advertisers and I liked this idea of using their amazing graphics.
“There is something about the way in which marketing was used – especially at the turn of the century and how Guinness really pioneered (and still do) how we look and approach the art of branding.
“I’ve always wanted to be able to show some of it, because in fashion we think we are so radical but actually they were way before all of that.”
The JW Anderson team worked closely with Guinness to create their latest collection, weaving in the tactile elements of the Guinness iconography and its liquid.
The pieces mix elements of inclusive luxury in wearable and natural fabrics.
Unexpected detailing as a pearl-effect jersey is embroidered to recreate the creamy Guinness head.
A handknitted jumper in cashmere blend yarn also merges Guinness iconography with the signature ‘playful’ approach Jonathan Anderson is known for.
Stephen O’Kelly, Global Brand Director at Guinness said: “We’ve been fans of Jonathan’s work for years and have followed his career closely.
“Working with Jonathan and his incredible team in bringing these ideas to life has been a privilege. Like Jonathan, Guinness has always seen the world differently, moving beyond life’s limitations and expectations to make a brighter world. Both Irish descendants with a distinctive imprint on global culture, this collaboration is a symbol of what’s possible and a promise of more to come.”
A ready-to-wear capsule collection will be launched in November 2024 via JW Anderson stores and online.
Jonathan Anderson