Adam Jones' Latest Lookbook Combines Four Collections Into One Body of Work
“This shoot proves each collection can intertwine seamlessly.”
The emerging London-based designer Adam Jones doesn’t do seasons. He doesn’t even do fashion how you’d expect. Instead, his body of work grows once a year, with whatever comes next acting as an extension of what came before it. Now, Jones — with help from the photographer Roshan Whittaker and the Migration Museum — captures four past seasons as part of a wider collection theory, implying all of Jones’ clothing works harmoniously regardless of when it was released.
Speaking on the brand, Jones said:
“I want my customers to be able to trust me, you can rely on me to give you what you want and what I enjoy presenting which I think this shoot proves, each collection can intertwine seamlessly.
I think it’s important especially in the current climate we live in, both with the financial struggles facing people and the state of the environment and the impact fashion is having upon it, you don’t always have to buy new. As long as I continue to find these vintage second-hand materials to work with, such as bar towels, tea towels, blankets, et cetera, I will keep producing previous styles as much and as often as I can. I believe the demand for past styles is still there, so never fear if you missed out on something it will be sure to pop up again somewhere at some point, which also creates a demand and a limited edition quality to my work which I hope will make people appreciate the clothes more when they get hold of them.”
As the designer noted, the use of pre-loved materials is key to the brand’s identity. Here, vintage pub bar towels are turned into vests, while satin is used for boxing shorts. The designer’s iconic references to Guinness make several appearances, as do the kitsch and campy undertones that permeate the brand time and time again – notably taken from his last “collection.”
Jones also notes that he likes to “think of my practice like an artist, not that I think fashion to be art, especially not what I do, but in the sense that each collection I design and produce is just adding to this big body of work, each collection is adding more product to one big collection.” This means that the identity is ever-evolving, and this lookbook perfectly captures the irreverent and nostalgic world that Jones operates within.
From coats covered in dogs to nods to British soap operas like Eastenders, Great British references are here in abundance. Take a look at the expansive lookbook above, and find out more about the designer on Adam Jones’ Instagram.
Elsewhere, here are the upcoming U.K. fashion moments we’re looking forward to.
