Jonathan Anderson warns of rocky future for fashion

Jonathan Anderson has warned it will be “survival of the fittest” in the fashion industry following the Covid-19 pandemic.The JW Anderson founder has been forced to make drastic changes following the Covid-19 pandemic. Although lockdown may be easing i…

Jonathan Anderson has warned it will be “survival of the fittest” in the fashion industry following the Covid-19 pandemic.

The JW Anderson founder has been forced to make drastic changes following the Covid-19 pandemic. Although lockdown may be easing in some parts of the world, the designer insists there are tough times ahead.

“It’s going to be a rocky two years,” Anderson said in an interview with WWD when asked about the future of his brand. “If we think this is going to change by Christmas we are kidding ourselves. I’m more concerned about what the fallout is going to be, the geopolitical, the financial fallout. It’s going to be survival of the fittest – and you have leave your ego at the door.”

Anderson had to shut his London store just days after it opened in March and has been designing collections at home while devising new ways to showcase his designs. But he isn’t afraid to roll up his sleeves to get results.

“There has been disaster out there, but why shy away from trying to continue? It’s about supporting each other, about being humble and letting things roll,” he explained.

When it came to the usual show season period, rather than give up and accept defeat, Anderson told himself, “I’m not going to not do something.”

Anderson designed the JW Anderson collections at home on mannequins, and brainstormed a new socially-distanced way to showcase his looks – by using innovative hologram technology.

JW Anderson partnered with augmented reality startup HoloMe to generate holograms of models wearing the collections, which could be streamed anywhere in the world. High-definition images of the looks were made available via an app so they could be photographed or filmed by buyers.

Anderson also created boxes filled with images from his men’s spring and resort 2021 collections, along with fabric swatches, pressed flowers and cards bearing motivational messages such as ‘Never Compromise’ for press. Anderson is planning another ‘show in a box’ concept for his new LOEWE collections.

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