Fashion designer Jayne Pierson, known for creating outfits for stars like Beyoncé, Lady Gaga, and Charli XCX, aims to showcase Welsh heritage through her mythology-inspired collection at London Fashion Week.
Hailing from Pembrey, Carmarthenshire, Pierson describes her experiences working with these celebrities as a “blessing,” allowing her to bring their visions to life. Her latest show centers on the story of Rhiannon, the goddess of rebirth, the moon, and fertility, set in Annwn, the mystical otherworld from the ancient Mabinogion tales.
This goddess holds special significance for Pierson, as her late daughter, who passed away from cancer in 1999, was named Ruby-Rhiannon. Through this collection, Pierson hopes to honor both her heritage and her daughter’s memory.
“All the collections really revolve around my daughter,” said Jayne Pierson, reflecting on the deep personal connection behind her work. She envisions Annwn, the mythical otherworld, as a place where her late daughter lives as a goddess. “She is still here, very much part of what I’m doing,” Pierson added.
London Fashion Week, running from September 13 to 17, is the perfect stage for her vision. “Everyone is running around. It’s pretty much a hot mess,” she remarked, capturing the bustling atmosphere of the event.
After four months of dedicated sewing, Pierson showcased 30 stunning looks at the Andaz Hotel on Saturday. The models presented her interpretation of Annwn in a woodland-themed setting adorned with twisted willow, dried flowers, and a haze machine that created a magical candlelit effect.
This show also serves as an opportunity for Pierson to highlight Wales and its rich heritage. “Wales is known for its magic, superstition, and the powers of the Middle Ages,” she explained. “While thousands of women were persecuted as witches across Scotland, England, and Europe, only five were in Wales. The community was proud of these women, valuing their roles as healers, midwives, and herbalists.” Through her collection, Pierson aims to honor this legacy and showcase the unique cultural richness of her homeland.
In Welsh mythology, Annwn is viewed not as a heaven or hell, but as a parallel world, according to designer Jayne Pierson. “You could visit it—that’s what King Arthur did. He sailed there to seek blessings from Rhiannon, taking guardians with him who never returned because, once you eat the food, you can’t come back.”
Pierson has woven this theme of temptation into her garments, featuring many gold-hued pieces that resemble jewels. She also launched a jewelry collection called Gwenllian, which uses 24-carat Welsh gold adorned with traditional motifs. “It’s meant to be worn as an amulet of protection,” she explained.
Her work has garnered attention from numerous celebrities. “I’ve known Charli XCX for years; I was creating looks for her when she first started. She’s so cool and has had a fantastic summer,” Pierson said. “The people who achieve real success truly deserve it because they are genuinely good and talented individuals.”
Pierson’s bespoke creations play a significant role in the performances of the celebrities she designs for. She considers it “a blessing” to bring their visions to life, noting the immense thought, research, time, and planning that goes into each final outcome, whether it be a show, premiere, or wedding.
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