For London Fashion Week Men’s this year, Jonathan Anderson took a more intimate approach (who is also Spanish brand Loewe’s creative director, credited for rejuvenating the brand) to curate a temporary pop-up location in East London, as opposed to a traditional catwalk presentation. The main entrance door to the space was adorned with a giant image of one of the most famous tourist destinations, the Giant’s Causeway.
He relied on British photographer Alasdair McLellan’s help to make it happen. Focusing on Northern Ireland’s landscapes, personal spaces, homo-eroticism, the artists unveiled a series of black and white visuals staged in the designer’s native Ulster. Model Seb Darke is featured on many of the visuals.The Shoreditch shop displayed limited-edition products including mugs, printed posters, t-shirts and key-rings featuring the poetic and beautiful images.
“What we are doing is presenting pre, main and menswear all together in one show in February. I looked at the market for a while to see what traps there could be. I feel it is the right moment,” Anderson said.
His unique take offers a modern interpretation of masculinity and femininity by redefining silhouettes through a conscious amalgamation of menswear and womenswear pieces. This idiosyncratic perspective, which earned the label a cult following, prompted J.W.Anderson to present a women’s capsule collection in 2010.
Anderson’s visit to Florence last summer to present his menswear collection at Pitti was also a huge influence this season. At the time Anderson commented that the Tuscan city was “the world capital of statues of naked men.”