We’ve always believed that the store is the story, and Jonathan Anderson just made that literal. The big news is that runway shows are officially out. Instead, he’s turning the brand into a full-on lifestyle experience where the boutique is the show, the lookbook is the cast, and every object, from a Welsh blanket to a Murano glass, plays a role. Welcome to the newly relaunched JW Anderson: part fashion label, part cabinet of curiosities, and a whole new universe. And really, who better than Jonathan to build that kind of world? It’s what he does best.
The Spring 2026 Resort collection isn’t really about seasons anymore. It’s about sensibility. Think: twisted classics, slow luxury, and pieces that feel less like trends and more like things you’d want to inherit, being all intentional and deeply personal. The principle Jonathan Anderson follows is simple to the point of being blunt: “things I like and I would like to have around me.” And everything has a story.
At the press presentation in Paris was a kind of template exhibition in a gallery of what his future stores will contain, and Anderson laid it out plainly: “This is how I live. This is what I collect.” There was no celebrity circus, no Instagram gimmick. Just a space filled with things he loves: from furniture and ceramics to books, vintage gardening tools, and specialty products like honey, tea and yes, some very beautiful clothes. It all felt like visiting a friend with great taste who knows where to find antique gardening tools and isn’t afraid to pair them with a killer coat.
The new logo? Thinner. The store concept? Designed by Sanchez Benton through a space that feels enveloping, warm and familiar. The lookbook? Shot with his friends and people he likes. We spotted Luca Guadagnino, Bella Freud, and Anthea Hamilton making the brand feel less like fashion and more like community.
We wondered how Jonathan Anderson was going to juggle Dior and his own brand without losing his mind, closing something down or handing it off to someone else. Instead, he made an even smarter move: no big shows, no seasonal rush. Just a few inviting stores in London, Milan, and New York, with pieces that come back when they sell out.
The new direction feels like a mix of everything he’s done so well at Loewe –art, craft, narrative– blended with something a little more personal. So this is a reinvention worth stopping by. If not for the clothes, then at least for the tea.
