Table of Contents
Jayne Pierson, a celebrated fashion designer known for creating outfits for stars like Beyoncé, Lady Gaga, and Charli XCX, brought a unique and intriguing twist to London Fashion Week with the ‘Annwn’, a collection of mythology-inspired outfits. This was a welcomed departure from the conventional, providing a captivating and inspiring moment in time for the audience of fashion insiders.
Since 2009, Jayne Pierson has aimed for circularity and transparency through stylistic longevity and a quality over quantity, re-use ethos. Her focus is on creating ethically minded ‘slow’ fashion that celebrates craftsmanship and explores fashion in a socially responsible way, inspiring and deserving of our support.
The designer, who once said she “lived off instant noodles” and slept under her studio desk at night when she was starting out, bosts Inclusion as one of the cornerstones of her collections. Every garment is entirely bespoke and made to order, accommodating diverse body types and identities, reflecting the brand’s dedication to celebrating individuality.
Jayne Pierson’s On-Schedule LFW Catwalk show, ‘Annwn ‘, celebrated Welsh creativity for spring and summer 2025. Her collection was a spectacular showcase of creativity and innovation, deeply rooted in Wales’s rich heritage, mythology, and the power of ritual and collective storytelling.
The ‘Annwn’ Collection
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 persecuted as witches sent to their deaths in Scotland and 1,000 in England, 200,000 across Europe, but curiously, just five in Wales. Many of these wise women were healers, midwives, enchanters, soothsayers and herbalists who made potions and charms.
In the ‘Annwn’ collection, we embark on a journey of rediscovery. ‘Annwn takes us to an otherworld, the abode of Rhiannon, the goddess of rebirth, the moon, and fertility. It’s a journey that King Arthur once undertook, finding a dream-like landscape of beauty and danger.
About Jayne Pierson
Born in Wales, Jayne Pierson grew up in Dallas, Texas, before returning to embark on a Performing Arts degree and a BA(Hons) in Drama. As a singer-songwriter in the nineties, Jayne Pierson was signed to EMI in Los Angeles and toured extensively with her band. It was this interest in performance that naturally led her to fashion. Jayne Pierson eventually embarked on her second degree, this time in Fashion Design, and won the Ecological Design Award at Graduate Fashion Week. Before launching the label at London Fashion Week. Previously, Jayne Pierson worked for Alexander McQueen mainline and Vivienne Westwood Gold Label and has been awarded Best Creative Direction and Best Styling for a Fashion Film (ASVOFF) by Diane Pernet at the Pompidou Center, Paris. Pierson completed an MA in Film and a PGCE (FHEA) while working as a consultant for Givenchy and Dior, running her label and bringing up her twin daughters. She was often noted as a Vogue Italia Talent while running her label and bringing up her twin daughters.
You can check out her Instagram page here: jaynepiersonofficial
What do you think of Jayne Pierson’s approach to combining mythology with fashion?
What are your thoughts on Jayne Pierson’s ‘Annwn’ collection and its exploration of Welsh mythology?
Please share your insights and join the conversation in the comments below.
❖
Love Life |Love Health | Love Beauty | Love Creativity | Love Travel
Lee-Anne x
Why not check my social media networks
Twitter | Pinterest | Bloglovin’ | Facebook |
And, of course, Instagram
Lee-Anne x
Why not check my social media networks
Twitter | Pinterest | Bloglovin’ | Facebook |
And, of course, Instagram
Discover more from
Subscribe to get the latest posts sent to your email.
