"It's not because we don't organize a show that there is no creativity", meeting with Jonathan Anderson for his spring-summer 2022 collection
This is the third season that you have collaborated with Juergen Teller. What relationship do you have with him and how has the collaboration gone this season?
I really like working with Juergen because I think when you get to the end of the creative process it's very important to enjoy that moment because you let it go and Juergen is very good at his way of approaching fashion. He has amazing eyes and he chooses the people he is going to photograph for what they are, whether it's a model, a normal person or even an animal. He makes you believe right now. He helped me understand what the JW Anderson brand is and build a conceptual approach.
Concerning the box, why did you choose to present the looks in the form of framed images?
In Britain, when we start school, we get our picture taken and after we get home and show it to our parents, we frame it. I preferred this somewhat nostalgic format to portraits. The idea that this frame exists in the environment we shot in – it's almost like a mirror looking into a mirror. So Juergen is filming the image of the image of the image. The pandemic has taught us that no matter the restrictions, if you are creative you will always find a solution. It is not because we do not present the collection on a fashion show that there is no fantasy, creativity.
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