Article Sep 12, 2018

You are no longer passing

Jonathan Anderson preparing for see-now-buy-now drop

Jonathan Anderson will be dipping his toes into the see-now-buy-now format for the first time following his upcoming London Fashion Week show.

The style action moves to the British capital on Thursday (13sep18), after proceedings wrap up in New York.

The JW Anderson designer is showing off his new season trends on Saturday, and fans will be able to snap up the collection on Net-A-Porter straight after the last model has walked.

“For me, it is always about how we work out new ways to be able to try to deal with the media scene, and you know… have fun with fashion,” he told British Vogue of why he is trialling the business model now.

And it hasn’t been a mad rush for Anderson to complete the collection in time for its release, as he explains he works on each of his lines, which includes his work with Loewe, six to eight months in advance.

“I feel I need that time to breathe with (a) collection,” he shrugged.

For his spring/ summer 19 offering, the Northern Irish designer has taken inspiration from arts and crafts pioneers Christopher Dresser and E. W. Godwin, whose works are featured on garments.

Flowing skirts and dresses give way to tailored suits, with Anderson pairing sneakers with the outfits for the first-look imagery.

“I feel that I have become more at one with what I do,” he explained. “I wanted to find something which was about this idea of really looking outside where we are, how we got there.

“When you look at those prints, they could have been designed 100, 400 years ago – but there is a modernity which is still applicable to today. I always like to take things from the past and reconnect them with today’s world.”