The London label is now relaunching as a lifestyle brand, and a return to LFW will only happen ‘when we feel like there needs to be a show’
Jonathan Anderson is a very busy man. In June 2025, the Irish designer officially became the first maker since Monsieur Dior to preside over the men’s, women’s and haute couture collections at Christian Dior. Though a gargantuan duty for any mere mortal, Anderson’s infamous work ethic would be up to the task, a diligence that allowed him to preside over both Loewe and his namesake label, JW Anderson, with veritable ease. But since the designer’s departure from Loewe in March – and rumours began swirling that he’d join Dior – many wondered what would happen to JW Anderson, which hadn’t shown a collection since September 2024. Now, following Anderson Dior men’s debut at Paris Fashion Week, all in the J Dubs universe has been revealed: JW Anderson is undergoing a “rebranding” – but what does that really mean?
This morning (July 3) the trade publication WWD revealed that “instead of seasonal fashion and accessories, the new JW Anderson will offer luxe wardrobe staples, jewelry, sunglasses, art, craft and items for the home.” Adding to his ever-increasing responsibilities, Anderson is then expected to unveil the new JW concept with a presentation during Paris couture week at Galerie Joseph on Monday, July 7.
The lengthy WWD interview then details the complete JW Anderson overhaul, which includes: stopping seasonal runway collections; shutting stores in London and Milan for refurbishment and reopenings in September; redesigning jwanderson.com into something “different and simplistic”; opening more stores in Pimlico, Belgravia, New York and Paris; and a renewed focus on craft, similar to Anderson’s tenure at Loewe. (Despite this last point, Anderson did make clear in the interview that “Loewe was ‘me,’ but I don’t want to replicate it.”)
Now that Anderson is focusing on making JW Anderson an all-encompassing lifestyle brand, a large number of lifestyle products have been added to the roster. The new stores will offer Windsor chairs from East Sussex brand Hope Springs, teacups and saucers from heritage brand Wedgewood and tea from London’s Postcard Teas, all companies that Anderson has been collaborating with on original products for the stores.
They’ll also be Murano glass from Italy, teatowels from Ferguson’s Irish Linen, replica Mackintosh stools made in Scotland, vintage watering cans, garden tools, jars of honey “wrapped in fabric crafted using traditional 18th-century weaving techniques” and individually made gold link chains from Lucie Gledhill Jewellery. “Everything may look simple, but each thing has got a complexity to it,” Anderson said. “It’s either something I’ve always wanted to do, or something that I have an obsession with.”
For those worried and wondering, there will still be fashion, but it may feel a little different than the JW Anderson of before. Though the article does mention things like “tuxedo suits”, “tartans from Lochcarron of Scotland” and “denim made in Japan”, the approach to clothing will be much slower than the traditional fashion system. “If we make a sweater, then we will issue a different color only when we need to,” Anderson told WWD. “Things don’t have to be a success overnight. It’s about enjoying a design and sticking with it. It’s a slower process, and finding fetish within things. And it’s very much how I see my home, and my world.”
Anderson also revealed that the company will be putting an indefinite pause on London Fashion Week runway shows, though did give us a glimmer of hope for the future. “When we feel like there needs to be a show, we will do a show,” he said. “It could be in a year or two, or in three months. But only when I feel like there is something to say within my own brand.”
Elsewhere, Anderson revealed he was inspired by the iconic British lifestyle guru Terence Conran when revamping his own brand, as he “wondered what the Conran store would look like today.” Overall, it’s all change for the London-based brand, but this has actually been a year in the making, spearheaded by the JW Anderson team. “I wanted to rearticulate my own brand,” Anderson said of the company’s new direction. “When I started it, I had come out of university, I’d worked on the windows at Prada. I was more angsty… When I turned 40 last year, I decided that I wanted to change the brand. And I wanted to kind of work out, ‘Who am I today?’”
Scroll through the galleries above for Anderson’s latest (but hopefully not last) JW Anderson women’s collections