World-renowned Welsh designer Jayne Pierson (Beyoncé, Lady Gaga, Rhianna) recently launched her latest collection, ‘Annwn’ at London Fashion Week 2024. Based in ‘woodlands dark and days bewitched’, the work explores the rich heritage of Welsh mythology and the power of ritual and collective storytelling. For centuries, Wales has been seen as a land of magic, superstitions, and the supernatural. The ‘Annwn’ collection examines the history and persecution of over 200,000 women as witches across Europe in the Middle Ages. These wise women were healers, midwives, enchanters, soothsayers, and herbalists. With ‘Annwn’, those ancient wisdoms rise from the earth once again. Deeply rooted in Celtic history. ‘Annwn’ is a journey to an otherworld – the abode of Rhiannon, the goddess of rebirth, the moon, and fertility.

 I was born in Swansea, Wales. After travelling around the US as a child, my family settled in Dallas, Texas. Following high school, I returned to Wales before relocating to London. I now live in west Wales.

 My mum trained in fashion design at Llanelli Art School in Wales in the 1960s, and later worked for both Neiman Marcus and Saks. Interestingly, she also worked as a stylist for Lorimar Productions’ iconic TV shows Dallas and Dynasty, which were both filmed just 10 minutes from my house in Texas.

 My first career was in music; I was in a band (Gouge) in the 1990s. As we had very little money, I was always making clothes for us to wear, buying from charity shops and re-creating different looks. Following my time in the band, other artists began asking me to design and make clothes and accessories for them and it all snowballed from there.

 I returned to university and, after graduating, interned and worked as Design Assistant for both Alexander Macqueen and Vivienne Westwood – both geniuses in totally different ways and both amazing mentors.

 When I started my brand, sustainability was at the very core of my ethos and values.  Sustainability, social responsibility, and ethical practices remain at the forefront of our concerns.

 People tend to view the fashion industry as very glamorous, but the reality is that it is incredibly hard work. That said, the rewards of working with inspirational musicians, actresses, models, and wonderful creatives, including stylists, makeup artists, photographers, and others, makes it all worthwhile.

 I have trained over 100 interns over the years, and it is my intention to start a Celtic Fashion Council to support emerging designers from the Celtic nations.

 jaynepierson.com
@jaynepiersonofficial