Jonathan Anderson rebrands his eponymous brand
About a week after his debut as creative director of Dior, Jonathan Anderson announced that his eponymous brand will undergo a rebranding . JW Anderson will now sell not only clothing, but also lifestyle items such as homewares, decor, art, and even teas and jars of honey, just like Meghan Markle .
The idea is to move away from seasonal collections and focus on curating luxury products , demonstrating the brand's appeal not only to the younger audience already following the rise of the Irish designer, who built his career over the last decade at Spain's Loewe , but also to more mature customers with greater purchasing power. " I don't want to be tied to the fashion show calendar . I'm at Dior now, and I want to focus on that," Anderson explained at an event at Galerie Joseph in Paris, as quoted by The Guardian.
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Starting in September, JW Anderson plans to begin selling collectibles or heirlooms , such as chairs, jewelry, art, and food products produced by other artists or brands , such as a coffee-flavored tea from London's Postcard Teas or restored gardening items from Garden and Wood. "We can't produce things like this that last that long. But everything gets better with age," says Anderson about the curation work. "The idea is that when we launch, we'll have the product in store. I don't want high turnover . I want a model that makes sense today, and this seems to me to be the most sustainable model."
Meanwhile, the clothing remains part of the catalog, with improved versions of JW Anderson's greatest hits . This includes a navy blue kilt that now has pockets, and the dove-shaped clutch (iconic in the hands of Carrie Bradshaw in the second season of And Just Like That... in 2022), which now has a softer, more durable toe.
Even before the presentation, Anderson was already hinting at the brand's future. For a few months now, JW Anderson has been sharing images of art pieces mixed with fashion editorials and clothing on Instagram. Over the past week, looks from the resort spring 2026 collection have been published , featuring some of the designers' longtime associates—such as actor Joe Alwyn and director Luca Guadagnino. They wear JW Anderson clothing and hold teacups or gardening shovels.
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The move is bold, but it appears to follow a trend for luxury brands . Louis Vuitton, for example, presented a home collection at Milan Design Week in April. According to Euromonitor data cited by Vogue Business , the home and gardening market is expected to grow 1.3% and generate over €100 billion in revenue this year, while the luxury goods market could grow 4.3% and reach €125 billion in the same period. However, within this niche, the forecast for growth in clothing and footwear consumption is only 0.68%. "The home has become a central hub, encompassing spaces with multiple purposes: for living, working, sleeping, eating, entertaining, and exercising, a trend amplified by hybrid work models. This has led to a prioritization of spending time at home, with luxury brands expanding their offerings in this sector," explains Fflur Roberts, luxury goods specialist at Euromonitor International.
The move could also be beneficial for business. In 2013, LVMH, owner of Dior, purchased a minority stake in the Irish designer's brand . This frees Jonathan Anderson to focus more on developing Dior's 10 women's and men's, resort , and haute couture collections, presented annually, while JW Anderson expands its market, reaching new audiences and potentially increasing its revenue.
