Cymru couture

Adam Jones SS24: aprons, tea towels, Digestives and Wrexham A.F.C.
By Barry Pierce | Fashion | 13 October 2023

Chanel has houndstooth. Burberry has check. Adam Jones has bar towels. As the old song goes, you gotta get a gimmick. But how does a brand pay homage to its own iconography without becoming samey and tired? Well, ask Adam Jones, whose recent off-off schedule London show (it happened in mid-October, a whole month after London Fashion Week) saw the Welsh designer develop his craft into his most accomplished collection yet.

The collection, which was made up of almost fifty pieces, was inspired by the “imagery and ideas of simpler times in working-class Britain’s past.” Jones has always allowed his roots to take the lead with his designs. Apart from his iconic bar towel vests, the outfits in this collection were inspired by butchers’ aprons, printed tea towels, school uniforms, throws over the back of couches, Wrexham A.F.C. and Digestive biscuits. The vernacular of working-class culture being heightened, and lauded, in a way that only Adam Jones could.

Standout pieces from the collection include a yellow and red ankle-length knitted dress reminiscent of football scarves, some well-made jackets and shorts with butchers’ apron stripes, a set of baby pink lozenge-patterned knits that display a new level of craftsmanship from Jones, and a shimmering green jacket with orange-lined split cutting. Truly, however, the most exciting thing on display was seeing how Jones has excelled at mixing humour, history, and craftsmanship, with a complimentary can of Skol for each of his guests. 

GALLERYCatwalk images from Adam Jones WOMENS-SPRING-SUMMER-24