Joe Alwyn Steps Into the Pub for JW Anderson’s Latest Guinness Round
Guinness and JW Anderson have conjured up a second collaboration, and this time the pint has become a full wardrobe. Following their 2024 debut, the pair return with a 17-piece capsule steeped in Irish pub culture, archival Guinness graphics and Jonathan Anderson’s instinct for turning the familiar slightly sideways.
Fronting the campaign are Joe Alwyn and Little Simz, with Alwyn photographed by Heikki Kaski at The Devonshire in London. Actor — and certified hunk — Alwyn looks perfectly at home in a collection that takes brewery workwear, pub textures and decades of Guinness visual history and runs them through Anderson’s craft-heavy fashion vocabulary.
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JW Anderson x Guinness — Round Two
A 17-piece capsule turns brewery uniforms, pub textures and vintage Guinness graphics into workwear, knitwear and collector-worthy fashion.
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The collection pushes much further than simply stamping a harp on a sweatshirt. Denim chore jackets, dungarees and twisted jeans draw directly from vintage Guinness brewery uniforms; a crisp white shirt revisits a poem first printed in a 1938 Guinness advertisement; and bespoke towelling transforms the humble beer mat into jackets and shorts. Elsewhere, chunky knitwear and archival graphics pull the atmosphere of a traditional Irish pub into something more tactile and knowingly luxurious.
Anderson has described Guinness’s graphic language as “so immediate, so culturally loaded, yet incredibly refined.” That tension is really the point. The stout’s branding is instantly recognizable, but the collection works best when the references are absorbed into cut, fabric and construction rather than treated as novelty merch.
The campaign follows the same logic. Kaski’s images place the clothes inside the world that inspired them, while Benjamin Bruno handles the styling. Alwyn’s presence keeps things understated: less costume party, more somebody who wandered into a very good pub wearing a very expensive version of the clothes that might once have belonged behind the bar.
It also extends Alwyn’s growing fashion run. INYIM previously caught the actor in front of Fumi Homma’s lens for GQ UK; here, the mood is less polished editorial and more lived-in character study, with Guinness heritage doing as much of the storytelling as the clothes themselves.
JW Anderson x Guinness Shows Off the Second Collaboration on Instagram
JW Anderson’s official post offers another look at the 17-piece capsule and its pub-rooted campaign world.
Joe Alwyn for JW Anderson x Guinness, Photographed by Heikki Kaski
Dig out more from the campaign below, where the collection’s workwear and pub-rooted references move from the pint glass into Anderson’s fashion world.
Campaign photography: Heikki Kaski / JW Anderson.
Sources: JW Anderson; The Fashionisto; RTÉ.
