jw anderson launches tongue-in-cheek tele-shopping programme

The brand’s suitably wonky new social media campaign takes it cues from QVC-style shopping channels.

by Matthew Whitehouse
20 March 2019, 1:37pm

This article originally appeared on i-D UK.

Imagine flicking through your Freeview shopping channels and, rather than a deluge of Makebelieve Body Gradual Self Tan 3 Piece Kits or Cozzee Home Angel Plush Onesies, you could pick up a nice bit of JW Anderson. That would be good, wouldn’t it? Plonked down in front of the telly, browsing for a cut-price Keyts bag.

Well, dear reader, as our heavily-laboured introduction suggests, imagine no more, as London-based purveyor of irreverence JW Anderson launches JWA-TV: a suitably wonky social media campaign which takes it cues from QVC-style tele-shopping programmes.

Casting trans-genre, Tony-nominated cabaret performer and artist Justin Vivian Bond as celebrity host Sandie Stone (“I love Jonathan and think he’s so talented,” Viv tells us) the short clip sees Jonathan’s “chic and versatile” Keyts bag on sale in “daffodil”, and “scarlett nano” versions. Displaying the full advantages of the adjustable strap -- high and tight, or loose and low -- the campaign is previewing on JW Anderson’s social channels with a full-length version available exclusively at the recently relaunched JWAnderson.com website.

“I was less of a fan of the channels than a fan of the personalities and the kind of artificial glamour of all of it,” Jonathan tells us, when we asked about the campaign’s inspirations. “It was so over the top sometimes. I love that.”

And how about doing this instead of all those expensive fashion shows you put on, Jonathan? It’s a bit like See Now, Buy Now, isn’t it? “Lol. Maybe, but not anytime soon,” he says. “And it would have to be on social media and not the telly.”

Watch the clip above, why don’t you. 14-day money back policy!

This article originally appeared on i-D UK.

JW Anderson
shopping channels