Designer: J.W.Anderson

Location: Florence, Italy

Season: Spring/Summer 2018

Key Pieces: All of the light, airy trench coats patchworked with heart motifs, all the boxy wide-leg denim (especially when patchworked with vintage Coca-Cola ads), and the glittery Converse sneakers adorning a slew of looks. It marks the first installment of an ongoing collaboration between J.W.Anderson and Converse.

Editor’s Notes: At Pitti Uomo, J.W.Anderson presented a menswear collection that marks an entirely new aesthetic trajectory for the brand. It doesn’t seem all that long ago when J.W.Anderson was peddling exclusively gender-subversive designs, sending out a parade of male models in ruffled hot pants, bustiers and leather dresses for his SS14 collection.

For SS18, the J.W.Anderson label looks more chaste than anything remotely salacious. The reoccurring cutesy heart emblem seen on an array of looks in both patchwork and print is radically different from his formerly risque approach to menswear. So, does sex really not sell anymore?

Whatever the reasoning behind J.W.Anderson’s commercial shift, where Coca-Cola and Converse are the main fixtures of the collection, the results are resolutely wearable.

With the absence of subversion, the designer's focus shifts to more accessible menswear, whether it’s a simple bomber jacket or a satisfyingly overblown silhouette – there’s really something for every guy in this new aesthetic era of J.W.Anderson.

For more SS18 fashion coverage, take a look at Craig Green's boldest collection to date.

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