Jackson Wiederhoeft Brings His Fantasy Touch to Ready-to-wear

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Jackson Wiederhoeft Brings His Fantasy Touch to Ready-to-wear
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Jackson Wiederhoeft, the Thom Browne alum, sits down to discuss his brand evolution, new collection and debut scripted film.

and now, two years and four collections later , he’s expanding into a full rtw collection.

“We did this tailored jacket and coat; I hadn’t really done tailoring since Thom [Browne].…It’s a fun, full-circle type of moment. I don’t think it’s normally what people would associate the brand with, at this point, but it makes sense within the narrative,” he explained.told WWD of Wiederhoeft. “One, it’s brave, but it’s also something I personally feel is important.

“Since ready-to-wear is new for us, it’s seeing what people are interested in. There’s such a range; I wanted to set the foundation and build up from there,” he explained, later noting: “For example, one place I really explored is the artworks in the cut-and-sew knits. If we were going to do sweatshirts, they needed to be fantasy.”

“It felt important — we had 16 people within the cast — highlighting people who are really in line with the brand as far as identity, being true to yourself, being interesting and fashionable and not afraid to speak up and stand up for oneself. It felt fun to play off of everyone’s person,” the designer noted. “

“It’s a brand for people who aren’t necessarily trendy, but are stylish. For people who probably buy a lot of vintage, who buy for the piece itself rather than clout. Even for me, this collection was focused on things I love. For bridal or evening, it’s designing for this abstract person, and in a way a lot of this collection is things I want to wear as well. In a way, I’m also one of my best customers within the collection.

The designer, who previously handled all of his business direct-to-consumer for bridal and occasionwear, plans to stick to the pre-season calendar going forward and hopes to present his second rtw offering in May.

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