Jayne Pierson’s Spring/Summer 2025 collection, "Annwn," made waves at London Fashion Week, and it’s no wonder. Pierson brought her signature mix of Celtic mythology and high fashion to the runway, with a collection rooted in the mystical Welsh Otherworld. The show wasn’t just about clothes—it was an immersive experience. Models walked through a set that looked straight out of a fantasy novel, complete with twisted willows, dried flowers, and a soft haze of candlelight. The clothing? A dreamy mix of gold technical chiffons, black taffetas, and leather, all of it made sustainably, of course. Pierson has always known how to work that balance between historical reference and modern fashion, and this collection was no exception.
What set Pierson apart this season was her ground-breaking use of tech. She partnered with Arius Technology to do something that’s never been done before—print a Wassily Kandinsky painting onto leather. Yes, actual art on leather. It’s wearable art in the most literal sense, and the result was nothing short of breath-taking. And let’s not forget Rachel Goswell, the lead singer of Slowdive, who took to the runway in a structured cape made entirely from ocean plastic waste. With these collaborations, Pierson is proving she’s not just a designer, she’s a visionary who knows how to blend the past and the future, mythology and technology, all while keeping sustainability front and centre.
But Pierson didn’t stop there. She also launched a jewellery collection, the Gwenllian line, in partnership with Devji Aurum. The pieces—crafted in 24-carat Welsh gold and adorned with diamonds and precious stones—felt like they belonged in a museum. Each item was created to be worn as an amulet, offering protection to the wearer, tying in perfectly with the magical, otherworldly theme of the show. Pierson’s SS25 collection felt less like a typical fashion presentation and more like a fully realized piece of performance art. It’s clear that Pierson is a designer who not only has something to say, but she’s also finding incredibly innovative ways to say it.
