For JW Anderson‘s Spring/Summer 2025 sleep-inspired showcase at Milan Fashion Week Men’s, Jonathan Anderson pulled out some showstopping moments. Part of his dream-themed presentation, the seasoned designer’s headline pieces included oversized quilted silhouettes inspired by duvet covers and bold, structured bomber jackets – as well as the moment of them all, a collaboration with Guinness.
Milan Fashion Week Men’s S/S 2025 was the launchpad for the duo to unveil their new creative partnership to global audiences by serving up two pieces of knitwear, each of which is stamped with one of the Irish beer imprint’s black and white archival graphics.
In a statement from Jonathan Anderson, he commented: “I’ve always been obsessed with Guinness and their brand. I think they are still today one of the greatest advertisers and I liked the idea of using their amazing graphics. I’ve always wanted to be able to show some of it because in fashion we think we are so radical but actually, they were way before all of that.”
Garments include a pearled crewneck and a hand-knit cashmere sweater. The crewneck reads “Guinness” in pearl lettering on top with a black-and-white graphic underneath, while the cashmere piece reads “Guinness” across the middle with Anderson’s signage underneath.
The unveiling of the new capsule collection was by far the biggest cheer of the show and it’s easy to see why such a collaboration is generating the kind of excitement and online buzz amongst fashion followers and Guinness fans alike. Whilst the imagery builds anticipation, DG.com is sure the physical arrival of the new collection will cause greater peaks of excitement.
Expect the ready-to-wear capsule collection to hit shelves at JW Anderson stores and online in November 2024. Some might say that perfectly coincides with the start of the new 204-2025 rugby season.
