LONDON FASHION WEEK, FEBRUARY 2020
Inspired by landscapes from around the globe, South American skylines and ice-capped Mongolian mountains, our Autumn Winter 20/21 collection brought cascades of colour to the catwalk at London Fashion Week this month. Our creative team looked back to go forward, exploring the origins of our fibres, reimagining long-established weaving techniques and reviving traditional fair isle jacquard prints, to bring together these unique and striking designs.
Creative Director Alan Scott said the collection is all about reflecting on our history and global sourcing and using this as a starting point to look to the future. He explained, "This collection really completes the overall architecture of The Johnstons of Elgin brand, which has been in the planning process for a number of years. For past seasons, we have worked to build up the brand infrastructure, and by investing in new technology, it has allowed us to create pieces that both reflect our heritage and look forward to the future in terms of technical fabric and garment manufacturing. This has allowed us to become more relevant, real and accessible as a brand.
Using 3D seamless technology has allowed us to experiment and elevate quality throughout the entire collection. We have tried to keep handcrafted skills alive and interweave them alongside new technology, to create pieces that are completely innovative. A pivotal collection for us, it has continued our new positioning; as an all-year-round brand – offering a trans-seasonal approach to Cashmere that is innovative, confident and unique."
In London's iconic Serpentine Gallery, we showcased 21 women's and 9 men's looks across knitwear, outerwear and accessories. A classic colour palette met with contemporary China-Blue, Ice-Water Aqua, Amber, Harissa, Lotus Pink and Rich Gold, in bold, authentic patterns. Highlights of the collection included our Reversible Mongolian Kimono Jacket, a modern take on a traditional garment, and our Kilim Jacquard Cardigan, inspired by original Mongolian knitwear. Our Red Tweed Check Trench Coat also made a splash, alongside our Check Reversible Car Coat in Tweed Check and Olive Ventile.
Throughout the collection, modern designs are juxtaposed with pieces made using long-standing techniques, and we showcase a new level of innovation in Cashmere and Merino Wool tailoring and knitwear. Our broadening Athluxe and Travel selection features minimalist detailing, clean lines and luxury silhouettes in new fibres, elevating classic styles for an elegant, sophisticated look.
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In what was our fourth consecutive season at London Fashion Week, we embraced our strengths and continued to lead the way in Cashmere and textile innovation. Three years of development and investment went into this collection, reflecting on the homes of our fine fibres, and exploring the textures and patterns of Scotland, Mongolia and Peru. The results were well worth waiting for.