Jonathan Anderson reveals Covid-19 ‘war’ effort

Jonathan Anderson’s JW Anderson label has adopted a “full war effort” approach in recent months, according to the designer.Anderson has been hit hard by the coronavirus pandemic, and had to close his Soho London store shortly after it opened in Mar…

Jonathan Anderson’s JW Anderson label has adopted a “full war effort” approach in recent months, according to the designer.

Anderson has been hit hard by the coronavirus pandemic, and had to close his Soho London store shortly after it opened in March.

After cleaning his house “about 25 times” at the beginning of lockdown in the U.K., Jonathan got stuck into work and urged his staff to follow suit.

“We tried everything we physically could,” he said in an interview with WWD. “This company is tiny, but in moments like this the team put on a full war effort.”

Anderson realises there won’t be an opportunity to unveil his new collections via live fashion shows this year due to the social distancing measures in place. But he has come up with innovative ways to showcase his designs, including holograms of models wearing his creations and boxes filled with fabric swatches, inspirational messages and images from his men’s spring and resort 2021 collections.

“I am equally as proud of this as I would be of a show,” Anderson said of the box.

The designer has also realised that in order to succeed, he needs stop worrying what the industry thinks and “focus on my relationship with the customer”.

Anderson has been making the most of his connection with fashion fans after Harry Styles wore one of his colour block cardigans on The Today Show in February. The colourful patchwork knit was such a hit that it began trending on TikTok. Anderson recently dropped a downloadable crochet pattern for the must-have knit, after #HarryStylesCardigan attracted 300,000 views.

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