After months of speculation about the brand’s next chapter following its company reset, British fashion house JW Anderson has unveiled its first campaign since the relaunch, starring John Malkovich and Mel C. The campaign introduces the Loafer Bag and highlights the new Resort Spring/Summer 2026 collection.
Signalling a confident new direction, the imagery explores heritage and innovation, two ideas central to Jonathan Anderson’s design language. Styled by Benjamin Bruno, a longtime collaborator of the brand, and shot by Heikki Kaski, the campaign feels like a subtle preview of what’s to come for a newly revitalised JW Anderson.
The Loafer Bag, made in Italy from soft suede and smooth leather, reworks the form of a classic penny loafer into a sleek, functional accessory. Its understated craftsmanship reflects the brand’s renewed focus on considered, intelligent design.
The accompanying collection builds on JW Anderson’s fascination with materials and making. It includes fine-knit sweaters, Japanese denim, and tailored pieces in Donegal tweed and Locharron tartan, each emphasising traceable sourcing and lasting quality. The campaign also nods to Anderson’s broader creative world with English-made stick chairs, extending his exploration of craft beyond clothing.
Whilst Jonathan Anderson continues to balance his dual roles at Dior and his namesake label, he maintains a refreshing mix of sophistication and wit. Pairing an American actor with an ex–Spice Girl perfectly captures that balance — unexpected, playful, and distinctly JW Anderson.
