When Uniqlo announced that they were teaming up with fashion’s ‘It’ designer Jonathan Anderson, the sense of excitement in the air was palpable. Anderson’s modern, futuristic approach to design seemed like the perfect fit for Uniqlo, who have become the staple brand for minimal loving millennials.
The collaboration follows on from Uniqlo’s recent second collection with modest fashion blogger Hana Tajima, and is scheduled to be released on September 19th – perfectly timed with London Fashion Week.
Fans of J.W.Anderson will recognise colour palettes from his AW17 menswear collection, though this time bold crocheted squares have given way to rainbow knits and bags instead. There’s also signature idiosyncratic details across classic skirt, denim and coat designs – think a nuanced frill, exaggerated pockets and more. Worn as separate pieces, both menswear and womenswear have the utilitarian, understated style that Uniqlo is famous for; styled together, it couldn’t be more J.W.Anderson.
“For me, the point of doing this collaboration was that I believe in democracy in fashion, and what I hope will be achieved is that any age demographic can pick up and find something within the collection to relate to.” Anderson commented in a statement ahead of the launch. He added, “doing something with UNIQLO is very interesting. It means you come up with a wardrobe which is universal and quirky.”
Indeed, with prices starting at £24 this collection feels more accessible than other high street collaborations. It also comes in the wake of numerous new collaborations at both J.W.Anderson and Loewe, the luxury Spanish brand of which Jonathan Anderson is creative director. From craft prizes to pop-up photography exhibitions, Anderson’s drive to marry fashion and culture offers a kind of fashion brand of the future which many will inevitably follow.
This new Uniqlo x J.W.Anderson launch works under the cultural banner too, feeding into Uniqlo’s new ‘Life Wear’ range of trans-seasonal staples. The Japanese brand has been fast to identify that clothing and wider cultural life are now intertwined, and that designs should reflect this.
So start greasing those elbows and preparing your shopping tactics now, the Uniqlo x J.W.Anderson collaboration is fashion’s worst kept secret, and everyone wants in.
J.W.Anderson x Uniqlo is on sale in the UK from September 19th 2017, online and in-store.