Jayne Pierson Showcases ‘Annwn’ Collection at London Fashion Week
Jayne Pierson unveiled her Spring/Summer 2025 collection, ‘Annwn’, at London Fashion Week, celebrating the rich heritage of Wales through mythology and storytelling. Inspired by “woodlands dark and days bewitched,” the collection delved into the land’s magical and supernatural legacy.
‘Annwn’ examined the history and persecution of women labeled as witches in medieval Europe. While approximately 200,000 women were executed across Europe—4,000 in Scotland and 1,000 in England—only five were documented in Wales. These women were often healers, midwives, enchanters, soothsayers, and herbalists who crafted potions and charms. Pierson’s collection sought to rediscover these ancient wisdoms deeply rooted in Celtic history, inviting audiences on a journey to another world—the abode of Rhiannon, the goddess of rebirth, the moon, and fertility.
The garments were crafted from gold technical chiffons, black taffetas, Nappa leather, and shearling, blending hard and soft materials to create a sensuous feel. All pieces were handcrafted sustainably in Pierson’s West Wales studio. The fabrics, sponsored by Beglarian Fabrics of France, were sourced from end-of-roll materials that would have otherwise been discarded.
In a groundbreaking collaboration, Pierson partnered with Arius Technology, a leader in high-resolution scanning and elevated printing. For the first time, Wassily Kandinsky’s masterpiece “Swinging” was scanned at the highest resolution and printed onto leather using advanced “elegraph” technology, creating true wearable art. Rudy Vogel, Managing Principal of nuForj—Pierson’s exclusive technology and business management firm—commented, “We wanted to offer Jayne a technological capability that has never been accomplished before, and together with Arius Technology, we achieved it.” Paul Lindahl, CEO of Arius Technology, added, “With Jayne’s vision and nuForj’s insight, we achieved something truly special.”
This season also marked the launch of Pierson’s fine jewelry range with Devji Aurum, renowned for exquisite design and fabrication. The Gwenllian Collection is a limited-edition series of collars, cuffs, earrings, and rings. Each piece is meticulously crafted in 24k Welsh gold, diamonds, precious lapis, and malachite, featuring Welsh triscol motifs and Celtic knots. Signed and serialized by Pierson, the jewelry is intended to be worn as protective amulets. Mahesh Devji, CEO of Devji Aurum, stated, “Jayne’s Gwenllian mythology inspired us to create something utterly fantastic—a fusion of ‘East Meets West’ that truly represents her vision.”