JW Anderson unveils new SS25 collaboration collection with Guinness at MFW
Northern Irish designer Jonathan Anderson, who established his JW Anderson brand in 2008, has collaborated with Guinness on a capsule ready-to-wear collection for SS25.
Unveiled at Milan Fashion Week yesterday, 16 June, the new collection will be launched in November 2024 via JW Anderson stores and online.
The pieces "epitomise JW Anderson’s commitment to unrivalled craftsmanship and playful designs", and are emblazoned with Guinness’ famous iconography, while blending luxury and natural fabrics.
After spending time in Dublin, exploring the roots of the brand, delving into its archive and walking the tunnels of its iconic brewery, the JW Anderson team worked closely with Guinness to create the collection.
Pieces include a jersey sweater featuring an embroidered creamy head of a perfect pint of Guinness, and a cashmere blend jumper with Anderson’s signature embroidery in the style of Arthur Guinness on the back.
Anderson said: "I’ve always been obsessed by Guinness and their brand. I think they are still today one of the greatest advertisers and I liked this idea of using their amazing graphics. There is something about the way in which marketing was used, especially at the turn of the century, and how Guinness really pioneered (and still do) how we look and approach the art of branding."
"I’ve always wanted to be able to show some of it, because in fashion we think we are so radical but actually they were way before all of that."
Stephen O’Kelly, Global Brand Director at Guinness, said: "We’ve been fans of Jonathan’s work for years and have followed his career closely. Working with Jonathan and his team in bringing these ideas to life has been a privilege.
"Like Jonathan, Guinness has always seen the world differently, moving beyond life’s limitations and expectations to make a brighter world. Both Irish descendants with a distinctive imprint on global culture, this collaboration is a symbol of what’s possible and a promise of more to come."
