Jonathan Anderson does not rest. Fresh off his Dior debut in Paris, he is turning his attention back to JW Anderson with a rebrand that feels like a quiet yet decisive statement on what fashion can be.
Presented in Paris, the rebrand arrives with a new logo and a lookbook featuring Luca Guadagnino, Joe Alwyn, Alison Oliver, Bella Freud, Ben Whishaw, and Oliver Sim. The clothes are only part of the story. This new chapter expands JW Anderson beyond the runway, evolving it into a layered lifestyle universe rooted in craft, collaboration, and the intimacy of objects.
Anderson describes the new vision as a modern cabinet of curiosities, centering on objects of elevated craftsmanship alongside curated fashion collections. The brand will offer ceramics handmade by Akiko Hirai, re-editions of Charles Rennie Mackintosh lamps and stools, Scottish knits, Japanese denim, Irish linens, and artisan homewares. Each object, whether a jar of honey, a ceramic cup, or a sculptural lamp, is considered, carrying its own narrative. Together, they build a world that feels lived in, personal, and quietly radical.
The clothing remains unmistakably JW Anderson. Knitwear references British domesticity, Japanese denim arrives in off-colour tones, the Loafer bag is scaled up, and irreverent slogans appear across jerseys and tees. Phrases like “Anonymous Faggots” and “Art Club” retain Anderson’s playful but pointed sensibility, offering a wink while insisting on presence.
Anderson is shifting focus from seasonal spectacle to lasting experience, where the store becomes the show. This pivot aligns with the rhythms of contemporary life, where the hunger for fast newness is giving way to a desire for slowness, craft, and story. It is a rebrand that does not feel loud, but rather like a deep breath, offering space for reflection and the tactile pleasure of objects that speak.
JW Anderson is not just rebranding. It is becoming a living archive, a collection of objects and garments that invite curiosity and care. It is an offering to those seeking intimacy within a world that often feels disposable, and a reminder that fashion can still be about building a world you want to live in. Could this be the future of luxury? Time will tell.
Cody Rooney is the Editor in Chief and senior contributor at liminul.
He is a PhD candidate, digital content specialist, writer, editor, multi-media artist, and photographer.