They say, 'if it ain't broke, don't fix it', so it's little surprise that Jonathan Saunders is sticking to the same menswear formula season in, season out. He's got that statement sweater, those tailored trousers and that luxe bomber down to a t. It's foolproof, covetable product. Buyers will buy, so why shake things up just to cause a splash?
For Spring/Summer 14 Saunders was pushing his now signature fade technique - something he'd also been playing with for A/W 13. This season this was run horizontally and diagonally as well as vertically, and was matched with a micro polka dot print that sent the eyes into a spin if admired with a glass of the provided Proseco. Fun new additions included a punchy flower graphic, used on bombers and shirting, that should prove a hit with more directional shoppers.
Saunders is aware that he's not making any great creative proclamations with his menswear - that's why he chooses to show his collection in a low-key static presentation rather than on a catwalk. That way critics can go up and interact with the pieces; pick them up, touch them and, in some cases, try them on (you're more likely to hear journalists planning their personal orders than making sincere critical comments). So while you could lament the lack of innovation or thrust in Saunders' collections, in this current climate - and given he's showing in the middle of a fashion week that's jam packed with arty high jinks - it's surprisingly refreshing and reassuring to see a collection that's more at home in a wardrobe than on a runway.