Made In Britain: JW Anderson Releases a Eco-Conscious Capsule Collection
Let’s face it, coronavirus has completely reshaped the fashion industry we once knew. The jet setting, globetrotting days are no more – long live catwalk reviews from the kitchen table! Brands – both big and emerging – are each having to adapt how they will navigate this “new normal” (whatever that actually means).
In large, this means looking inwards – keeping things as local as possible. Jonathan Anderson has hit the nail on the head when it comes to this new approach. Launched this morning, the designer has introduced a new limited-edition, eco-conscious capsule collection dubbed Made in Britain. Like it says on the tin, each of the six ready-to-wear styles and accessories were made on British shores during the first nationwide lockdown.
Anderson decided to use the collection to pay homage to some of the brand’s most signature shapes and silhouettes. Creating each piece using surplus fabrics and trims from previous collections, the JW Anderson team envisioned the capsule in an entirely virtual format, communicating through Zoom calls, WhatsApp messages and email chains.
The result sees shirt dresses adorned with mismatched buttons, a cape that has been patchworked using different fabrics and a panelled dress Frankensteined together using clashing scraps of material. The brand’s signature penis keyrings now also come dotted with buttons and stamped with “Made in Britain” on the leather.
“It is really important for me that we become more eco-conscious and sustainable even as a relatively small brand. The idea with Made in Britain was to create something new but be resourceful with materials we already have and keep the production local,” explained Anderson. “We’ve also started using recycled materials in our canvas totes and backpacks. These are beginning steps but I want them to be real and concrete as we work to become more sustainable every year.”
The collection is available now on the JW Anderson website, as well as global e-tailer Farfetch. When the shops open once more, you will be able to shop these limited edition pieces at the brand’s Soho flagship store. Who wouldn’t want some rare J Dubz in their wardrobe?
Photography by Lewis Ronald. The JW Anderson ‘Made In Britain’ capsule collection is available now.