London, September 2024 — Acclaimed designer Jayne Pierson has once again made waves at London Fashion Week with the debut of her Spring/Summer 2025 collection, Annwn.
For Spring Summer 2025 Jayne Pierson launches her collection, ‘Annwn’. The collection is based in ‘woodlands dark and days bewitched’ exploring the rich heritage of Wales, mythology and the power of ritual and collective storytelling. For centuries, Wales has been seen as a land of magic, superstitions and the supernatural. The ‘Annwn’ collection examines the history and persecution of women as witches across Europe in the Middle Ages. Approximately 4,000 women were sent to their death persecuted as witches in Scotland and 1,000 in England, 200,000 across Europe but curiously just five in Wales. These wise women were healers, midwives, enchanters, soothsayers and herbalists who made potions and charms. In her collection, we rediscover ancient wisdoms that rise up from the earth once again, the psyche of the past peoples who have left their mark, deeply rooted in our Celtic history. ‘Annwn’ takes us on a journey to an otherworld, it is the abode of Rhiannon, the goddess of rebirth, the moon and fertility. King Arthur once sailed there, where he found a dream-like landscape full of beauty and danger.
The collection is crafted from gold technical chiffons, black taffetas, Nappa and shearling, hard meets soft resulting in a sensuous feeling. All garments are hand-crafted and made sustainably in Jayne’s design studio in West Wales. Fabrics are sponsored by Beglarian Fabrics, France using sustainably sourced ‘end-of-roll’ fabrics that would be discarded if not used.
Jayne Pierson is collaborating with one-of-a-kind company, Arius Technology, a world leader in scanning and elevated printing. For the first time ever a masterwork of art by Wassily Kandinsky, entitled ”Swinging,” has been scanned at the highest resolution possible and then printed onto leather using an advanced print technology called an ‘elegraph,’ which is incorporated into her collection, creating true “wearable art.” Rudy Vogel, Managing Principal of nuForj, Jayne’s exclusive technology and business management firm said, “For this season, we wanted to offer Jayne a technological capability that has never been accomplished before and together with our collaborator Arius Technology we achieved it.” Paul Lindahl, CEO of Arius Technology remarked ”We set out to work with Jayne and nuForj to transfer our capabilities into an area we have not worked in. With Jayne’s vision and nuForj’s insight, we achieved something truly special. Jayne is a delight to work with and we look forward to many more possibilities together.”
Within this season, Jayne Pierson launches her fine jewellery range with Devji Aurum, a world leader in the design and fabrication of exquisite jewellery. The Gwenllian Collection is a limited edition and rare collection of collars, cuffs, earrings, and rings. Exquisitely crafted in 24k Welsh Gold, Diamonds, precious Lapis and Malachite featuring Welsh triscol motifs and Celtic knots. Each piece is signed by Jayne, serialised and intended to be worn as an amulet to protect the wearer. Mahesh Devji, CEO, stated “Jayne’s Gwenllian mythology inspired us to create with Jayne something utterly fantastic. A first ever collection fusing the allure of ‘East Meets West’ that speaks for Jayne. We are proud and excited to be part of this fantastic and inspirational event.”
SS25 Jayne Pierson shows officially ON Schedule as part of the British Fashion Council’s London Fashion Week. The casting of the show reflects the empowered woman. Long term friend and collaborator, Rachel Goswell (lead singer of Slowdive), will model in the show wearing a bespoke structured cape in sustainable materials made from ocean plastic waste.
Jayne Pierson will showcase an exclusive, invitation only catwalk show at the five star, Andaz London Hotel 40 Liverpool St. London, EC2M 7QN on the 14th of September 2024 at 8pm directly followed by an afterparty in the same location and in collaboration with the Welsh Government, its Tourism Board and Brand Wales, celebrating Welsh culture and heritage along with Welsh food and drink brands. The afterparty will start at 8:30pm until late.
Award-winning (ASVOFF, GFW) designer, Jayne Pierson, has received celebrity, media and public praise and continues to build season upon season in establishing the brand as a unique concept; an “art driven” fashion house with no limits.
Jayne Pierson creates sustainable and ethical, bespoke, directional, luxury womenswear that redefines the female form in empowering and uncompromising garments in leather pleating, luxe woven fabrics, future print, silks, and draped leathers. Juxtaposing innovative material directions with avant-garde details inspired by Celtic mythology, Welsh heritage and intangible glitches in space and time, where historical references get confused and hybrids emerge, a future historic. The collection encompasses high-end details and signature premium finishes.
Jayne Pierson will work with iconic stylist, Scott Robert Clark. Scott has worked extensively within the fashion industry for over twenty years as an editor and stylist with Hunger magazine and photographer Rankin.
Photo by Paul Winstone/FABUK