JW Anderson transforms into lifestyle label with new website

JW Anderson unveils its new look with a completely revamped website. This is the first step in the strategy now guiding the house of Irish designer Jonathan Anderson. His goal? Transform JW Anderson into a fully-fledged lifestyle brand, where art, craftsmanship, accessories, and homewares take center stage, as evidenced by the new e-commerce site.

Between his first collection for Dior men in June and the eagerly-awaited Christian Dior women’s ready-to-wear show on October 1 in Paris, the new artistic director of LVMH’s flagship fashion house has had to make some choices. For the time being, he is not showcasing his own brand on the runway, limiting it to fashion creations. Instead, Jonathan Anderson has redesigned it as a sort of “cabinet of curiosities”, capitalizing on collaborations with artists or craftsmen and offering a heterogeneous selection of desirable objects.

A foretaste of this new direction was given in July with the launch of the spring 2026 resort collection through a lookbook featuring friends and collaborators of the house, such as director Luca Guadagnino and actor Ben Whishaw. These personalities can now be seen on the website in amusing mini videos. As always with the designer, the playful vein dominates with exclamations such as “Chic”, “Yes”, “Fab” or “Wow”, which appear in large letters on certain products when clicked, in an interactive spirit.

Between two sweaters and two bags, jwanderson.com showcases, through a mosaic of photos and moving images, all kinds of objects, meticulously selected by the designer: accessories, lamps, ceramics, key rings, stools, Murano glassware and decanters, and jewelry. As the label points out, the new site “marks a key stage in the rebranding of the brand, with the updating of its logos.”

The signature logo, which intertwines the initials J and W with an anchor, has been redesigned and refined.

In the absence of runway shows, JW Anderson is maintaining a presence through initiatives. The next stop is London on September 19, where the brand will present its new collection of clothing and design objects at an event in its Soho boutique, reopened for the occasion.