JW Anderson's Digital Redesign

JW Anderson has launched a new era —unveiling a reimagined website that marks the evolution of Jonathan Anderson’s eponymous label from fashion towards lifestyle. 

Launched in September, JWAnderson.com was a collaboration between Work & Co, part of Accenture Song and JW Anderson’s internal team, with development led by the LVMH Shopify group. 

A key goal of the redesign was a sharper articulation of the celebrated designer’s identity, and sensibility as curator, while prioritizing usability. As the Impression noted in its review: “Where many luxury fashion websites lean on legacy and static templates, JW Anderson embraces a sense of play and possibility. And in doing so, he builds more than a platform—he builds a world. The site is shoppable, yes, but it’s also sculptural, kinetic, and editorial. It takes creative risks and rewards attention, which is more than can be said for most e-comm refreshes.” 

Visitors are invited to “wander” the site, with moments of customer interaction sparked by carefully chosen and placed details. By favoring discovery over a typical category layout for the simple yet eclectic catalog, the site takes a bold approach to revamping a typical e-commerce experience. Custom features include: 

• Grid-Variation: Percentage weightings on merchandise allows curators to choose what to prioritize on the page while also engineering a sense of randomness and freshness to  create the eclectically varied grid. The type of image presented also follows a set logic pattern to create visual contrast between detail and campaign shots. 
• “See it, Click it, Buy it”: The site is unapologetic about the fact it is selling something – but it does so in a simple, pleasurable way that ensures the curation and the objects themselves are appreciated. The product grid launches PDPs as a big pane, allowing users to peek in and out of product pages seamlessly. 
• Type Tags: Colorful, elegantly designed typographic elements add a sense of surprise and humor. The tags help guide users to hero products in the catalog, and introduce a subversive element to the otherwise minimal site design. 

Said Work & Co Design Leader Calvin Teoh:“It’s less about the standard notion of “shopping” and rather more about finding – the joy of encountering something you didn’t know you were looking for, within a world designed to be savored as much as it is shopped. The redesign is intentional in how it celebrates these intimate encounters without getting in the way, which makes discovery feel like following your intuition.” 

Visit the new jwanderson.com and read about the launch more in The Impression, Fashion Network, Attitude, and HIGHXTAR.