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Coinciding with London Pride over the weekend, the JW Anderson team, including the label’s Creative Director, Jonathan Anderson, were celebrating the occasion outside their soon-to-open Soho flagship store, handing out limited edition key-rings and temporary transfer tattoos adorned with celebratory illustrations by artist Pol Anglada. According to Anderson’s Instagram, the new space is set to open its doors later this year.

The Northern Irish fashion designer established JW Anderson in 2008. At first an elaborate collection of accessories quickly attracted attention, enabling the fledgling label to show on-schedule during 2008’s London Fashion Week. The success of this debut collection earned both critical acclaim and commercial success for Anderson, whose label is now regarded as one of London’s most innovative and forward thinking brands. Its unique design aesthetic offers a modern interpretation of masculinity and femininity by creating thought-provoking silhouettes through a conscious cross-pollination between menswear and womenswear elements.

This idiosyncratic perspective, which earned the label a cult following, prompted JW Anderson to present a women’s capsule collection in 2010. A steady growth in demand gave occasion to JW Anderson’s first stand-alone on-schedule women’s show at London Fashion Week. International editors and buyers have also taken note, gaining the label a prominent reputation in the US, Europe and Asian markets. An investment by LVMH further cements JW Anderson’s status as a new-generation brand.

Back in 2016, JW Anderson Workshops opened in London, located on Shoreditch High Street, next to Ace Hotel. The concept took inspiration from the Bloomsbury Group’s Omega Workshops, and is designed to operate as a creative platform for Anderson and his collaborators, displaying a rotating programme of art alongside carrying a limited selection if the label’s products. The new Soho store, located on the corner of Brewer Street and Wardour Street, marks the brand’s first flagship space.

Feature image: Pol Anglada for JW Anderson (via JW Anderson)

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