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    “I sometimes feel like I fell into doing fashion” says Jonathan Anderson

    Loewe creative director Jonathan Anderson set up the brand’s annual craft prize to decode the “chintz” and “pastiche” associations of the discipline, he tells Dezeen in this interview.

    Luxury fashion house Loewe recently announced the sixth winner of its annual craft prize at NYCxDesign, which celebrates applied arts and innovation in modern craftsmanship.
    A spiky egg sculpture by Japanese ceramicist Eriko Inazaki was selected for the 2023 award from more than 2,700 entries.
    “It became chintz”
    Anderson established The Loewe Foundation Craft Prize in 2016 in an effort to honour the brand’s 19th-century origins as a leather-making craft collective.

    Speaking to Dezeen at the awards ceremony for the prize at The Noguchi Museum in Brooklyn, he explained he also wanted to redefine contemporary understandings of artisanal production.
    “I think from the ’80s onwards, [craft] had become this thing which was linked to mid-century, it was pastiche,” said Anderson.
    “In Britain, for example, there was a lot of money put into crafts and the Arts Council to boost this idea of making, and then it became maybe chintz at some point.”
    The winning sculpture by Eriko Inazaki (front) was displayed among an exhibition of shortlisted projects at NYCxDesign. Photo courtesy of Loewe”The reason why I set the prize up was to try to sort of decode that,” he told Dezeen. “It was like it wasn’t marketed right. The work was there, but the platform was not there.”
    Young creatives are now becoming interested in craft once again, he suggested.
    “I think younger people are starting to realise that, as much as it’s interesting being a contemporary artist, it can be just as interesting to be a rug maker or to make ceramics or to work with wood,” said Anderson.
    “It’s a less sort of diminished form of the arts.”
    “I am probably a shopaholic”
    Before being appointed by Loewe in 2014, Anderson founded his eponymous label, JW Anderson.
    Although differentiated by what Anderson describes as an “angst” at JW Anderson and a “heightened perfection” at Loewe, the two brands share an emphasis on art, design, craft and interiors.
    His collections at Loewe often incorporate elements of applied arts – bringing in collaborators and craftspeople, such as metal artist Elie Hirsch who created solid copper and pewter jackets for its Autumn Winter 2023 collection.
    Loewe also presented a collection of decorated wooden chairs during Milan design week that were created by global artisans.
    “Art for me is always going to be a language no matter what brand I’m in,” he said. “Because I think this is a way for me to kind of explain to the consumer, what I love, or things that I’m fascinated with.”
    Anderson works with the internal architectural team to design stores. Photo by Adrià CañamerasThe Northern Irish designer’s love of craft and art extends to the conception of store interiors for both of his brands.
    JW Anderson recently unveiled its first flagship store in Milan during Milan design week, designed by Anderson in collaboration with 6a Architects.
    “I sometimes feel like I fell into doing fashion but ultimately the interior part is what I love the most,” he said.
    “The thing I love about interiors is, it is a singular kind of environment. Whereas fashion is like a transient period that goes in different environments. I quite like with interiors the control that you can have within space.”
    He described his love of shopping for items to appear in stores.
    “I think I am probably a shopaholic,” he said. “I could be at an auction or be in a gallery and I’ll be like, ‘oh, that’s perfect for Korea or that’s perfect for…’.”
    “I think it just adds this element and a pleasingness for a consumer to go in and to a store and to see an original Rennie Mackintosh chair.”

    Needle-felted chair and spiky ceramic egg feature in Loewe Foundation Craft Prize exhibition

    Anderson feels that for Loewe, the design of stores is sometimes more important than fashion shows.
    “I think stores can be more than just like these commercial vehicles,” he said. “I think, for me, the store is just as important as doing a show. It’s sort of even more important because they have to last longer.”
    “I’m in a very lucky position at Loewe where I decide everything,” he added. “I have an internal architectural team, but I decide every artwork, I decide every door handle, every fixture.”
    However, that does not tempt Anderson to cross over from fashion into interiors permanently.
    “I enjoy it because it’s probably more like a hobby,” he said. “It’s something that distracts me from what I do as a day job, but I do it because of the stage of Loewe or JW Anderson.
    “But I would never see it as something where I would be like, ‘oh, I’m going to be an interior designer’,” he continued. “There are other people out there that are actually really good at it. I think I’m good at it to an extent, but I change my mind too quickly. I would like it for like a day and then I would want to redo it again.”
    The portrait is by Scott Trindle.

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    6a Architects brings Soho sex shop windows to JW Anderson Milan flagship store

    British fashion brand JW Anderson has opened a flagship store in Milan that was designed by British studio 6a Architects and draws on the local atmosphere as well as Soho sex shops.

    The 53 square-metre-store is located on the Via Sant’Andrea luxury shopping street in Milan’s Quadrilatero shopping district. It is set across a single floor and comprises two rooms.
    JW Anderson’s first Milan store was designed by 6a ArchitectsWhile the boutique primarily draws reference from its “bourgeoise” Milanese surroundings, the retail space also pulls from designer Jonathan Anderson’s first JW Anderson store in Soho and from the 2017 exhibition Disobedient Bodies, which was curated by him.
    It was designed by 6a Architects, who Anderson began working with in 2017 after selecting the studio to design the set for Disobedient Bodies at The Hepworth Wakefield.
    It draws on a Milanese atmosphere”I thought [6a Architects] really grasped how to take my visual language and turn it into something which was able to be educational,” Anderson told Dezeen.

    “They’re very good at hybrid, old or new. They’re very good at this combination, they’re great architects.”
    “The store actually is a combination of Disobedient Bodies and a store. It’s a little bit more elevated,” he said. “The front of the building feels Soho, and as you go in, it feels more kind of domestic Milanese.”
    It carries over elements from the Soho storeIn a nod to the store frontages of the sex shops found in London’s Soho area, the windows of the Milanese store were decorated with neon lighting and rainbow-slatted curtains.
    Anderson and 6a Architects used the design as a juxtaposition against the more typical Milanese interior.
    “For me, there is something very sexual about neon lighting,” said Anderson. “I think we associate it with grand gestures and I felt like a window is kind of like a television set. There’s something with neon that it does, it kind of tricks you.”
    Traditional Italian furnishings and finishes fill the interior”There are little alleyways and they have all these amazing sex stores on and these curtains,” Anderson continued.
    “I liked the idea that we have this in Milan and then suddenly you enter into a kind of Milanese setting, something which is very bourgeoise.”

    JW Anderson fashion show in video-game arcade features clothing made from computer keys

    Inside, gridded handmade terrazzo covers the floor and visually divides areas of the interior through bespoke contrasting tones of grey and sand.
    Brassy, metallic curtains ripple along the rear walls of the store, in a similar way to 6a Architects’ use of curtains in the exhibition design for Disobedient Bodies.
    Jonathan Anderson selected furniture and artwork for the interiorAluminium scaffolding, which was also carried over from Anderson’s Soho store, was translated into display shelving and brought an “angst” to the interior that contrasts against traditional Italian furnishings, such as fluted walnut panelling that envelops two curved walls.
    “There is something slightly more underground in terms of the construction of a JW Anderson store, whereas, I think Loewe [for which Anderson is creative director] is about a heightened perfection,” said Anderson. “With JW Anderson, there’s always a bit of slight angst to it.”
    “It’s softer inside, and then you have this harshness with the windows where there’s neons and sex curtains and it’s kind of like a theatre. It has moveable parts and in a weird way the store becomes a giant window.”
    It has furniture by Mac CollinsFurniture and artworks personally selected by Anderson fill the interior.
    Designer Mac Collins’ black Iklwa chair was paired with matching side tables, while a Cardinal Hat pendant light by Lutyens Furniture is suspended from the ceiling of the main space.
    Oil paintings by Chinese artist Hongyan appear to float on the ripples of the brass-coloured curtains, and images by photographer Wolfgang Tillmans sit on the walls of the store’s fitting room.
    An image by Wolfgang Tillmans is placed in the fitting room”I don’t believe that stores should be completely cookie-cutter,” said Anderson. “I feel like the key is to make sure that each store has a different universe because there’s no point in having something which is just a duplication, duplication, duplication.”
    Jonathan Anderson founded his eponymous label JW Anderson in 2008 and was appointed creative director of Spanish luxury house Loewe in 2014, which recently announced the winner of its sixth annual craft prize.
    During London Fashion Week, JW Anderson presented a “parallel world of people trapped in their computers” for its Spring Summer 2023 collection.
    The photography is by DePasquale+Maffini, courtesy of JW Anderson.

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