JW Anderson and Guinness have announced a new creative partnership, celebrating the unrivalled “craft and vibrancy” that runs through the heart of both brands.
After spending time at the breweries home in Dublin, delving into its archive and exploring the roots of the brand, the JW Anderson team have worked closely with Guinness to create a unique collection that weaves in the tactile elements of the Guinness iconography and its liquid.
Pieces mix elements of inclusive luxury, grounded in wearable and natural fabrics. Unexpected detailing, as a pearl-effect jersey, is embroidered to recreate the creamy Guinness head.
Whilst a hand knitted jumper in cashmere blend yarn merges Guinness iconography with the signature playful approach Jonathan Anderson is known for.
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“I’ve always been obsessed by Guinness and their brand,” Northern Irish Jonathan says of the collaboration. “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, adds: “We’ve been fans of Jonathan’s work for years and have followed his career closely. Working with Jonathan and his incredible 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.”
A ready-to-wear capsule collection will be launched in November 2024 via JW Anderson stores and online.
