Jonathan Anderson gets the “biggest kick” from seeing “normal” people wear his designs.
The brains behind popular luxury label JW Anderson is the go-to guy for many A-listers, including gorgeous singer Rita Ora.
The winner of this year’s British Fashion Awards’ Emerging Talent title gets the most excitement from seeing everyday people wearing his pieces.
“I have a very mixed view of celebrity,” he admitted to British newspaper The Evening Standard.
“It obviously is a very important factor in this industry and I’m intrigued by that power but I don’t feed off it. The biggest kick is seeing a girl or a guy on the street in your design.”
With Christmas drawing close, party frock frenzy has ensued as every fashionista snaps up the latest sparkling style.
However, the Irish designer finds dresses very limiting in terms of creativity.
“Nowadays women want to mix things, a dress limits you in that capacity,” he explained.
“Eveningwear is only for award ceremonies and tripe. It’s a performance, a forced conviction. You don’t have to be intelligent to do that.”
The 27-year-old hasn’t given up on gowns completely though – he just wants to make sure he creates one that stays true to JW Anderson style.
“My challenge is to create a new form of architecture, a dress that is tri-functional. We’ll crack it someday,” he assured.
Among luxury lines for his own label and Versace's Versus brand, Jonathan has also brought his designs to the high street.
His collection for popular British store Topshop proved the most successful designer collaboration to date, and he believes the key was keeping things accessible.
“It worked because it was wearable. It was launched in a moment in which people wanted to get more for their money and wanted to get design,” he said.
“The difficulty was creating something that would engage people of all demographics. I wanted to involve them in an industry which is usually expensive. I hate elitism.”
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