JW Anderson is on a roll. First John Malkovich, now Mel C aka Sporty Spice herself, fronting the new Loafer Bag campaign. And what does that give us? A mash-up of pop nostalgia and precise British craft that only JW Anderson could pull off.
Photographed by Heikki Kaski and styled by Benjamin Bruno, the images are sharp but self-aware. The Loafer Bag, crafted in Italy from soft suede and smooth leather, takes cues from the shoe it’s named for. A loafer turned handbag, both functional and faintly absurd, in that beautifully JW Anderson way.
Around it orbit pieces that stretch the brand’s conversation between art and utility. Japanese denim, Donegal tweed trousers inspired by archival cuts, and stick chairs handmade in England. In Anderson’s world, clothes and objects share a language; it’s all craftsmanship, just spoken in different dialects.
The JW Anderson Mel C pairing nails what the brand does best: remixing British heritage with a wink and a twist.
Creative Direction: Jonathan Anderson
Styling: Benjamin Bruno
Photography: Heikki Kaski
Set Design: Hella Keck
Make-Up: Phoebe Alana Brown
Hair: Karim Belghiran