The reason why I’ve opened with a guppy-mouthed dorkfest pic of me wearing J.W. Anderson pre-fall 2014 (more affectionately known as J Dubs) is…

pfw-street-style-day4-018_172431335858Photograph by Phil Oh for Vogue.com

…that it’s sort of a counterfoil to the super serious, super slick A/W 14 campaign image that pops up when you click over to J.W. Anderson’s brand spanking new website, which launched yesterday.  An image shot by Jamie Hawkesworth depicting AW 14 womenswear’s fifty shades of sombre and serious marries well with the sort of amazeballs trajectory that Anderson has experienced in the last year or so when his company received investment and backing from LVMH and now is king of a 4,000 sq ft HQ in Dalston, with a fancy CEO and everything.

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That background info won’t really matter to yer’ average J Dubs fan, browsing through racks or clicking through e-commerce sites of any of his 130 stockists.  They’re after product and product is exactly what you’ll get when you click through the sizeable e-commerce store offering womenswear, menswear and accessories.  The selection reflects the J.W. Anderson universe and that’s exactly what Anderson has unapologetically striven for, ever since he branched out into womenswear.  It’s not just about collection isolated in their own moods and timespan but about building up a repertoire and hammering things in so that we can now look at that J.W. Anderson logo (featured on sweatshirts for sale – of course) and in the best possible way, know what to expect.  The shows are for surprises, twists and directional turns.  Click on to the e-commerce site and ye shall find reliable sweatshirts and geometric-printed jumpers, A-line skirts and even a beige duffle coat, albeit oversized with sleekly concealed buttons.  Anderson described his latest S/S 15 collection (which he showed yesterday at around the same time the website went live) as “hyper normal”.  Well, take out the hyper and here you have pieces that are pleasingly normal.

Anderson has admitted that he greatly admires Miuccia Prada’s way of distilling product out of forward-thinking ideas.  That has been exercised to great effect with J.W. Anderson’s own brand, which makes you really salivate at the prospect of him having Loewe’s expertise in leather, wonderful ateliers and of course the resources of LVMH, at his disposal.  His own bags, which haven’t been a major focal point in his shows and collections until recently, are a mini hint as to his approach towards Loewe’s signature leather goods.  The “moon bag” for instance, photographed below is odd in its structural construction but strangely compelling.  That’s the draw of J Dubs.  And whether you’re a hardcore J Dubs fan or just a casual browser, everyone can get something out of his online universe.

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0E5A0166J.W. Anderson jumper, skirt, pendant, bangle, bag and Salvatore Ferragamo shoes

Comments (14)

  1. Love your mix of print. You are always so creative with your outfit.

    http://thinkworkandgo.blogspot.com/

  2. Yvespink says:

    The pleated skirt is so pretty, love the concept of the outfit
    http://yvespink.wordpress.com

  3. carmen ☮ says:

    Impressive color & use of different patterns. That bangle is too cool. :] // itsCarmen.com ☼

  4. Nicole says:

    I am in LOVE with that bangle!! <3 <3 <3

    futuristbrand.com/shortandsweet

  5. You sure have finessed putting together two awesome prints effortlessly!
    Lovely fit & purse!

    Shop peacockinstilettos.com

  6. Celeste says:

    I definitely have a soft spot for a little bit of J Dubs…

  7. Anastasia says:

    I want it all! The bag is especially stunning
    xx
    http://fashionpeekaboo.com

  8. LisaLou says:

    It’s always a pleasure to read your posts Susie.
    xoxo
    LisaLou
    http://www.urbanfroufrou.com

  9. Kaye Beeh says:

    I like the pleating of the skirt. I do agree that brands have their loyal followers even if they a fancy shmacy ad campaign to draw in formality and a new crowd too.

  10. Gap says:

    I love the skirt so much!!
    XOX, Gap.
    http://www.gaptoothedgirl.com

  11. Oroma R. R. says:

    Great outfits, great photos, great bag!
    love the j.w. Anderson collections

    O. R. R.

  12. fashiondacci says:

    this post is so true and essential. I had been having the idea or all his collections are full of weirdness and insane. and now I realise all “super normal ” items are featured on his website. my blog post regarding JW is here. http://fashiondacci.blogspot.com.au/2014/07/who-f-is-jonathan-william.html#more

  13. fashiondacci says:

    and by the way, susie, the bag looks much better than it is on the website. :)))

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