JW Anderson redefines its strategy with a new website

JW Anderson’s website functions as a showcase where logo T-shirts, accessories, ceramics, lamps, keyrings and Murano glass coexist. This selection reinforces the idea of a cabinet of curiosities and is supported by collaborations with artists and creators close to the brand.

This project also includes an update to its visual identity. The logo — an anchor intertwined with the initials J and W — has been redesigned, marking a turning point in the brand’s strategy. The interactive dimension adds another layer: graphic exclamations such as “Chic” or “Fabulous” appear when exploring certain products, while short videos on the website featuring figures like Luca Guadagnino or Ben Whishaw connect JW Anderson’s universe with new audiences.

Without short-term fashion shows, the brand maintains its presence through initiatives like this. The next step will be London on 19 September, where the Soho boutique will reopen to present its new collection of clothing and design objects.