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Why is JW Anderson The Hottest Designer In Fashion Today?

You may not know Jonathan Anderson (best known as JW Anderson) by name yet, but one (or many) of his pieces might already be lurking in your wardrobe. Best known for his creative direction at Loewe having been at the helm since 2013, the brand's Puzzle Bag is one of the industry's hottest arm candies as of late. He is directly responsible for turning the LVMH-owned 172-year-old Spanish label's creative vision around.

The Loewe "Puzzle" Bag
Photo: Loewe

Jonathan Anderson is the next big thing to have come out of the London fashion scene since the great Alexander McQueen. Graduating from UAL's London College of Fashion in 2007, Jonathan Anderson proceeded to launch his eponymous label JW Anderson one year after in 2008. Originally focused on Menswear, the brand now offers Womenswear as well as Accessories. Its Pierce Bag has famously grazed many of the fashion industry's most influential editors, directors and buyers.

Photo: JW Anderson

Last year at the British Fashion Awards, Jonathan Anderson was the biggest winner of the night, having been awarded twice for his contributions to the industry. He was not only presented with the award for Accessories Designer of the Year for his work at Loewe, but was also hailed as the British Designer of the Year for JW Anderson.

Understanding Jonathan's design philosophy is not that straightforward. His collections are typically multifaceted, and not as one-dimensional as merely minimalism or the opposite, excess. He has named his design statement 'Cultural Agitation'.


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Not one to bore, he believes in taking the unfamiliar and the uncomfortable centre-stage. This was made evident in one of his most controversial collections from Fall 2013 where he used women's pattern cutting blocks as the underlying foundation for menswear. In effect causing a massive divide in opinion amongst fashion critics and industry professionals. Funnily enough, he personally calls this collection as his breakthrough moment in fashion.


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JW Anderson for Converse


JW Anderson for Uniqlo


Given the many accolades he's received in the short span of only a decade after finishing university, he's refreshingly grounded and unassuming. When asked by Tim Blanks to define himself and his work in one word, he thought very hard and paused for a long while before answering, 'TRYING'. Astonishing. Even after the numerous validations he's been given from well-revered individuals inside and outside of the fashion industry, he's still out to prove himself.

There is no doubt Jonathan Anderson will continue to challenge the fashion industry that's in need of constant change. He is definitely someone to watch and keep an eye out for.


Lead photo via The Independent UK