In the fashion world, where innovation and boldness are increasingly prized, Jonathan Anderson, the visionary designer behind JW Anderson, is not afraid to challenge established norms. For the Spring-Summer 2024 season, Anderson opted for an unconventional invitation: plasticine! A prelude to what would be a truly unique presentation. Now you will understand why.
The runway became a dynamic canvas where plasticine was transformed into hoodies and shorts, creating a sculptural vision in motion. Each garment appeared to have been painstakingly molded by hand, defying expectations of what fashion can achieve. The brand claims that “everyday basics can be sculpted, becoming conceptualized and malleable. The classic methods of drawing are replaced by the act of manual molding”. A lesson in sculpture that Anderson gives us one more season.
This is not the designer’s first foray into sculptural silhouettes; we already saw him play with proportions and shapes on this season’s men’s runway in Milan. For Anderson, that’s what it’s all about: a child’s play where technology can work in favor of the creative duty. Thus, his artistic expression can be as authentic as possible in a contemporary landscape where the proposals have difficulty to surprise.
The motto for SS24 was clear: “Get ready to play.” Anderson’s focus is on discovering novelty and bringing it to fruition. The iconic MA1 bomber jackets were taken to new voluminous proportions and exuberant feather details that seemed to burst from arm holes and zippers. Simple T-shirts and pants were constructed in a bright quilted fabric, evoking colorful plastic bags, which might as well have been garbage. Once lightweight dresses and loafers were transformed into “total knit looks,” wrapping the models in a tactile, comfortable fabric.
Although experimentation and innovation were the pillars of this collection, Anderson did not lose sight of reality, because he never does. His creative process began by observing young people on the streets, looking for authenticity and simplicity in each garment. And so is the SS24 collection: a celebration of truth in design, an invitation to risk and the liberation of imagination, something that, as crazy as it sounds, is in short supply in the industry.
In a world where fashion often adheres to the safe and conventional, JW Anderson stands out as a beacon of innovation and experimentation. With this latest proposal, Anderson not only invites us to “get our hands on the dough,” but also to challenge the established and explore the limitless potential of creativity. His child’s play reminds us that, in the world of design, there are no limits to imagination and innovation. Fashion is not only an expression of style, but also a vehicle for transformation and constant redefinition of contemporary wardrobe.
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