As the Autumn/Winter 2025 collection approaches, Creative Director Naeem Anthony reveals his commitment to sustainability and innovative design, drawing inspiration from his grandmother.
Just two days prior to Helen Anthony’s highly anticipated London Fashion Week show, Creative Director Naeem Anthony took the time to discuss his creative vision and the core values driving the brand. TheIndustry.Fashion reports that for the Autumn/Winter 2025 (AW25) collection, Anthony has introduced manmade fur, aiming to demonstrate that luxury can exist alongside sustainability.
Since debuting at London Fashion Week in September 2021, the Helen Anthony brand has carved a niche for itself, celebrated for its innovative take on classic tailoring. Known for integrating vibrant prints and modern flair into his collections, Anthony is unafraid to push traditional boundaries within the fashion world.
Reflecting on his journey, Anthony shared that his passion for fashion blossomed at a tender age—around seven. He attributed much of his early education in sewing and fabric appreciation to his grandmother, Helen, whose name the brand bears. Speaking to TheIndustry.Fashion, he remarked, “Through her teaching, I came to know and appreciate yarns, tweeds and mills.”
Describing the essence of the Helen Anthony brand in three words, the designer encapsulated it as “Freedom, craftsmanship and diversity,” a sentiment that resonated throughout the AW25 collection.
The venue for the showcase was the luxurious ballroom of the Londoner Hotel, where guests enjoyed complimentary Coracho Tequila. This setting served as the backdrop for a presentation that encapsulated the theme of duality—a nod to the sign of Gemini. Anthony elaborated, stating, “It is about the dualities in life – the yin and the yang – nature vs human innovation.” This philosophy was beautifully represented through a tailored coat characterized by striking black and white contrasts.
The brand’s design identity firmly rests in its choice of materials and patterns, which for the ‘Gemini’ collection exemplified the core theme of duality. “We’re mixing up unexpected pairings,” Anthony stated. He emphasized that the brand’s heritage remained intact, as all pieces are British-made and utilize sustainably sourced fabrics from local mills.
In a showcase where tradition met modernity, and structure blended with fluidity, each item told a narrative of balance, with craftsmanship achieving new pinnacles. Anthony’s degree of tailoring expertise allowed him to both adhere to and deviate from established conventions.
Notable elements included hand-knitted pieces fashioned from locally sourced British yarn, which served to forge a connection between consumers and the farms producing the fibers. Additionally, the faux furs highlighted in the collection showcased a commitment to sustainability, with Anthony explaining, “We’ve taken traditional animal fur markings and produced them in manmade fibres.”
The collection’s luxurious cashmere and wool provided depth, while intricate hand-embroidered details added a touch of artistry.
Beyond the runway, Helen Anthony also unveiled a new flagship store on Conduit Street in Mayfair, which is set to become a creative hub where consumers can delve deeper into the brand’s commitment to quality, sustainability, and innovative design.
Looking to the future, the brand aspires to expand its sustainability efforts further. Anthony expressed a keen interest in establishing a global e-commerce presence and increasing the number of physical retail locations.
Source: Noah Wire Services
