Bethany Williams S/S 2020

The art of giving back

Bethany Williams is pioneering the future of menswear with her sustainable and collaborative approach to fashion design. The British designer is only 4 collections in and has been showing us all that we can use fashion to bring about positive change. Her S/S20 presentation, The butterfly Café, is no different. #LFWMEN

Words by Molly Iliffe-Johnson

Never one to shy away from highlighting some of the country’s most difficult problems, SS20 sees Bethany take inspiration from the Spires charity, with her designs focusing on the female only safe space, which provides safety to vulnerable and socially isolated women within the UK. The collection has been named after the Spires butterfly café – a weekly run session, which offers a meeting point for vulnerable women to partake in creative activities.

Set in the beautiful surroundings of the garden museum, a characteristically personal collection was on display. Bold fabrics dressed in print were created in collaboration with illustrator Giorgia Chiarion, with the aim of visualising what it is that makes the women feel safe and secure – a truly personal and impactful design element. 

Sport silhouettes were mixed with workwear, signature knits and tailoring, creating a youthful and energised aesthetic.  Every aspect of the designs has derived from repurposed materials such as ocean waste and denim taken from Chris Careys collection, posing a question surrounding the current throw-away attitude to clothing.

The hand-made approach to the collection, whilst not always seamless, provides character and personality in a world that often demands perfection. It is a collection of true creativity and expression allowing menswear to feel unrestricted, playful and meaningful, whilst giving back to society, win-win!

Fashion that allows its wearers to be creative, expressive and do-good? I for one hope to see more of this within the fashion future!


Creative direction – Bethany Williams
Art direction & Print design – Giorgia Chiarion
Stylist – Tallulah Harlech
Hair – Frederico Ghezzi & Saint Luke
Make up – Michelle webb on behald of AOFMPro
Set design – Lydia Chan
Production – Antony Walker
Casting – 11 casting
Footwear – Adidas