There’s nothing better than a good old fashioned Welsh boozer. At least according to designer Adam Jones, who’s latest collection continues to pay homage to the institution of the pub. Discovered on Instagram by Judy Blame, Jones is known for finding beauty in the mundane – reinterpreting beer labels from his local pub into wearable, high-fashion moments.

With this collection, Jones continues this visual thread – there’s also a sense of nostalgia and familiarity about these designs: labels people have seen in ‘regular’, informal settings are given a new direction and lease of life when reworked and styled according to Jones’ collection. As ever, Jones looks to the pub for inspiration for his designs: retro looking slogans are splashed across sweater vests, knits, skirts and tops.

Further fuelling the sense of nostalgia, and another standout motif in the latest collection, is the use of silky material, appearing on striped garments to emulate football kit – as if the team had just popped down for a post-match pint

Jones’ use of the pub to inform his designs doesn’t stop at the visual elements, though: here, he uses lace in order to strike the perfect textural chord, with the doily table cloths you’d find down at an old boozer, or even at your Grandma’s Sunday lunch. Working in the lace to looks alongside silk and tailored shirts, Jones creates a nostalgic, quintessentially British take on fashion that is as familiar as it is uncanny. 

For the accompanying campaign, Jones looks back to the 00s. A tinsel strip background, distinctively pub-inspired patterned carpet and intentional use of digital flash infuses the images with the visual look of the noughties: no frills, unless they’re on lace.

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