JW Anderson releases a one-of-a-kind capsule collection and campaign in celebration of the 20th anniversary of YOOX.
The rise of companies like YOOX and Net-a-Porter in the early 2000’s radically changed the way consumers related with luxury fashion, making it more accessible to more people – and in turn changed the way luxury fashion brands related to the public. To celebrate their part in this legacy, YOOX partnered with JW Anderson to create a special collaborative capsule collection. Given his impressive ascent to international renown over the last decade, the collaboration with the Northern Irish designer makes perfect sense.
Jonathan Anderson has looked back through the JW Anderson archives, pulling on familiar themes and codes to create the one-of-a-kind unique collection. A sense of vintage Britishness runs throughout, and each look revels in being beautifully non-binary.
A photography campaign captures the collection in lovely natural light. The grounds of an old church in the countryside forms a perfect setting. The cast of models beautifully embodies a freedom beyond a gender binary.
This campaign is both a recognition of legacy and a celebration of new beginnings. It encompasses a new decade, and a new century, and highlights the best of these: progress, freedom, creativity. JW Anderson and YOOX are wise to recognize the importance of this legacy today, and to rely on each other to do it.
JW Anderson Creative Director | Jonathan Anderson Photographer |Vitali Gelwich Models | Hanna, Leon, Artur C., Clara, & Eugene Stylist | Rachael Rodgers Styling Assistant | Mimi Rončević