There’s been a lot of speculation about what would happen to Dior creative supremo Jonathan Anderson’s signature JW Anderson brand since he took on the combined women’s and men’s role at Dior. And now it seems that the brand is being reinvented with a lifestyle retailer focus.

Anderson in recent months has become the first Dior creative chief to oversee both the women’s (including couture) and men’s collections since Christian Dior himself. And that’s a big job. While it was possible to continue with JW Anderson as a full fashion offer when he was Loewe creative director, the size and importance of the Dior brand and the huge number of collections it produces mean it was seen as very unlikely that JWA would continue unchanged.

The label’s Instagram page talks of “new beginnings July 2025 featuring a preview of what’s to come” and there are images of classic fashion items but also lifestyle, home and craft pieces. Another post also shows new packaging.

And it seems that one of the most time-consuming focuses for a designer brand — runway shows — are being paused indefinitely.

In an interview with American trade paper WWD, he said seasonal runway collections won’t happen and the London and Milan stores are being closed before reopening in September. Other London stores will also open, along with locations in New York and Paris. There will be a big focus on craft and lifestyle products from other brands (including Wedgwood, Hope Springs and Lucie Gledhill Jewellery). It feels very much like the label transitioning to being a multi-brand and own-brand retailer but a very exclusive and quirky one.

Fashion-wise, expect a slow fashion approach with new styles, colours and so on when it feels right rather than because the season has changed.

Anderson also said lifestyle guru Terence Conran (founder of the Habitat chain) was an inspiration in the revamp.

Author Credits- Sandra Halliday
FASHION NETWORK