{"id":1811667,"date":"2026-03-06T18:57:00","date_gmt":"2026-03-06T15:57:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1811667"},"modified":"2026-03-06T18:57:00","modified_gmt":"2026-03-06T15:57:00","slug":"inside-adon-the-elusive-london-brand-with-timothee-chalamet-on-speed-dial","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1811667","title":{"rendered":"Inside ADON, the elusive London brand with Timoth\u00e9e Chalamet on speed dial"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/45-188-1951-1300\/azure\/dazed-prod\/1440\/0\/1440723.jpg&#8221;]<\/p>\n<article class=\"main-article standard \">\n<div class=\"article-main-content article-wrapper has-media-but-its-an-image\" data-status=\"loaded\" data-primary-article=\"true\" data-url=\"\/fashion\/article\/69707\/1\/adon-timothe-chalamet-london-fashion-week-lfw\" data-article-id=\"69707\">\n<header class=\"article-header has-portrait-image no-media\">\n<div class=\"wrapper dg-max-width\">\n<div class=\"inner\">\n<figure class=\"main-img has-figcaption\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.67\" data-template=\"Standard Article\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"3000\" src=\"https:\/\/images-prod.dazeddigital.com\/1280\/azure\/dazed-prod\/1440\/0\/1440723.jpg\" width=\"2000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"inner\"><span class=\"credit\">Courtesy of ADON<\/span><\/span><\/figcaption><\/figure>\n<aside class=\"meta\">\n<div class=\"inner\"><time datetime=\"2026-03-06T18:57:00+00:00\" class=\"timestamp\" title=\"06 March 2026\"><span class=\"month\">March<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"6\">6,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/aside>\n<div class=\"titles\">\n<div class=\"tags\">\n<div class=\"sections\"><a class=\"category vertical - fashion\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a><br \/>\n\/<br \/>\n<a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/q-and-a\">Q+A<\/a><\/div>\n<\/div>\n<div class=\"standard-tag-container\"><a class=\"standard-category\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a> \/<br \/>\n<a class=\"standard-series\" href=\"https:\/\/www.dazeddigital.com\/q-and-a\">Q+A<\/a><\/div>\n<h1 class=\"title\"><span>Inside ADON, the elusive London brand with Timoth\u00e9e Chalamet on <span class=\"nowrap\">speed dial<\/span><\/span><\/h1>\n<div class=\"standfirst\">\n<h2>In a Dazed exclusive, ADON founders Anthony Princi and Ahmed Alramly take us behind the scenes of their debut <span class=\"nowrap\">London show<\/span><\/h2>\n<\/div>\n<p><time datetime=\"2026-03-06T18:57:00+00:00\" class=\"timestamp\" title=\"06 March 2026\"><span class=\"month\">March<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"6\">6,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/div>\n<p><time datetime=\"2026-03-06T18:57:00+00:00\" class=\"timestamp\" title=\"06 March 2026\"><span class=\"month\">March<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"6\">6,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/p>\n<div class=\"providers\">\n<div class=\"contributors\"><span class=\"contributor\" data-contributor-role=\"Text\"><span class=\"contributor-role\">Text<\/span><a class=\"contributor-name\" href=\"https:\/\/www.dazeddigital.com\/user\/ElliotHoste\">Elliot Hoste<\/a><\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"article-body-container\">\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-8-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">In the studio <span class=\"nowrap\">with ADON<\/span><\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/0\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2250-1500\/azure\/dazed-prod\/1440\/0\/1440394.jpeg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/1\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-113-2250-1500\/azure\/dazed-prod\/1440\/0\/1440395.jpeg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/2\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-164-1200-800\/azure\/dazed-prod\/1440\/0\/1440396.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/3\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-92-1200-800\/azure\/dazed-prod\/1440\/0\/1440399.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/4\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-40-1200-800\/azure\/dazed-prod\/1440\/0\/1440401.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/5\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-404-1200-800\/azure\/dazed-prod\/1440\/0\/1440400.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 8 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>When <\/span><a href=\"https:\/\/www.dazeddigital.com\/timothee-chalamet\"><span>Timoth\u00e9e Chalamet<\/span><\/a><span> starts wearing a brand very few have heard of \u2013 back to back to back, for several days in a row \u2013 the world can\u2019t help but pay attention. So, last month, when Chalamet stepped out in multiple outfits by the London-based brand ADON, the internet\u2019s ears pricked up. Who or what was ADON? And how did they land a coup d\u2019\u00e9tat any luxury label would pay hand over first for?<\/span><\/p>\n<p><span>\u201cYou\u2019re the first person we\u2019re letting in. Dazed is the first, then that\u2019s it,\u201d ADON\u2019s image director Ahmed Alramly tells me as we walk through their central London studio, located two floors above the Nando\u2019s in Soho. While Alramly and design director Anthony Princi have kept the brand intentionally lowkey until recently, a cursory glance through ADON\u2019s Instagram reveals it\u2019s not just <\/span><em><span>Marty Supreme<\/span><\/em><span> they\u2019re outfitting \u2013 Robert Pattinson is a fan too, as well as Travis Scott, who scored a custom tour outfit in October. But it\u2019s the pair\u2019s relationship with Chalamet\u2019s stylist Taylor McNeill that led to this current moment. \u201cShe\u2019s the one and only Taylor McNeill,\u201d they gush. \u201cShe\u2019s amazing.\u201d<\/span><\/p>\n<p><span>But what about the clothes? ADON\u2019s ethos is one Alramly and Princi describe as \u2018stark luxury\u2019 \u2013 high quality, utilitarian clothes made from untreated leather, heavy shearling, cashmere, suede, and other materials derived from the natural world. Its collections are based on lengthy \u2018case studies\u2019, where the pair trek to remote places for inspiration (season one was based on a year spent with Tusheti shepherds in Georgia, for instance). That first proposition was debuted at a presentation in Paris at the start of 2025, which featured collaborations with sculptor Dozie Kanu, stylist Vanessa Reid, photographer Lengua and an afterparty headlined by Amnesia Scanner. \u201cADON remains intentionally selective, found on friends of the house who inhabit this specific frequency,\u201d read the press release for the event.<\/span><\/p>\n<p><span>Coincidentally for Alramly and Princi, Chalamet\u2019s recent ADON streak happened just days out from their debut runway show in London, as the brand was opening up to a larger audience. At the off-schedule show, the pair continued their rugged and raw exploration of silhouettes and textures via a collection called <\/span><em><span>ROADS \/ Spirit<\/span><\/em><span>, one that was inspired by an excursion to one of the coldest inhabited regions on earth. In a stark warehouse space, decorated with floating transmission poles, models in leather coats and beaten up trousers stormed the runway, soundtracked by an intense score from producer Rainy Miller.<\/span><\/p>\n<p><span>In the conversation below, we chat to Alramly and Princi about their return to London, the air of mystery surrounding the brand, and flying to LA to dress Timoth\u00e9e Chalamet.<\/span><\/p>\n<\/div>\n<div class=\"dazed-gallery has-37-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">ADON AW26<\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/0\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-68-2000-1333\/azure\/dazed-prod\/1440\/0\/1440364.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/1\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-98-2000-1333\/azure\/dazed-prod\/1440\/0\/1440365.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/2\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440366.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/3\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440367.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/4\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440368.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/5\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440369.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 37 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Hey both \u2013 first of all, can you describe to me the core elements of ADON?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> We create case study to case study. That\u2019s how we do a collection. For this season, the team went to one of the coldest inhabited regions on Earth. It was about pulling from the brutality of nature \u2013 everything from huntsmen to miners to fishermen \u2013 especially for the palettes. We call it \u2018stark luxury\u2019 \u2013 these raw untreated leathers, heavy furs, workwear. We like the idea of durability and a uniform you can wear over and over, but also it\u2019s really high quality and high craft. In our mind, it increases in beauty as time goes on.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> We took those core values we learnt from all the case studies and tried to translate that to every single detail, to have that consistent design language throughout, and really establish that in the second collection.<\/span><\/p>\n<p><strong>These \u2018case studies\u2019 aren\u2019t your usual fashion inspiration. Where did you go for this season\u2019s trip?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> It\u2019s not even about a specific place. When I say, \u2018one of the coldest inhabited regions on Earth\u2019, there\u2019s a lot we leave to your imagination.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> The important thing is a matter of us <\/span><em><span>being there<\/span><\/em><span>. The way that you interact with things in person is so different in comparison to just doing research, so I think it\u2019s important for us to experience [those places].<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Just total submersion, shaped by direct experience. But it\u2019s not about voyeurism \u2013 the first case study was an entire year spent with shepherds. It\u2019s about living within the space, and making <\/span><em><span>from it<\/span><\/em><span>, not of it.<\/span><\/p>\n<blockquote>\n<p><span>\u201cFashion has become too fast, and you don\u2019t get to sit on ideas. There\u2019s no incubation period\u201d \u2013 Anthony Princi<\/span><\/p>\n<\/blockquote>\n<p><strong>When you say that case study took a year, does that mean you feel restricted by the traditional fashion calendar?<\/strong><\/p>\n<p><strong>Anthony Princi:<\/strong><span> Not really. I think it\u2019s just a matter of letting it be quite natural. We like taking so much longer because fashion has become too fast, and you don\u2019t get to sit on ideas. There\u2019s no incubation period. The longer that we\u2019re looking at these things, ideas evolve and change. We\u2019re trying to make sure that everything we do isn\u2019t so literal.<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> For now we\u2019re off calendar, and we\u2019re focused on our craft and individuality. Maybe things won\u2019t take a year [<\/span><em><span>laughs<\/span><\/em><span>]. That\u2019s how things started, in an unconventional way, but we\u2019ll maintain our unconventionality.<\/span><\/p>\n<p><strong>There\u2019s an element of mystery shrouding the brand online. Is that something you\u2019ve intentionally created, and if so why?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Everything is intentional, that\u2019s all I say.<\/span><\/p>\n<p><strong>I saw that <\/strong><a href=\"https:\/\/www.gq.com\/story\/timothee-chalamet-adon-london-brand\"><strong><em>GQ<\/em><\/strong><strong> article<\/strong><\/a><strong> about you guys, where they reached out for comment but didn\u2019t get a response.<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> You\u2019re the first person we\u2019re letting in. Dazed is the first, then that\u2019s it. As far as that goes, everything is intentional.<\/span><\/p>\n<p><strong>What are the reasons for the mystery?<\/strong><\/p>\n<p><strong>Both: <\/strong><span>[Silence]<\/span><\/p>\n<p><strong>That\u2019s fair.<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> That would kind of defeat the whole point! [<\/span><em><span>laughs<\/span><\/em><span>]<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"62d5365d-a73f-498b-a4d4-b40400fd1e6c\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1200\/azure\/dazed-prod\/1440\/0\/1440399.jpeg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.75\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1600\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/0\/1440399.jpeg\" width=\"1200\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Courtesy of ADON<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Robert Pattinson and Timoth\u00e9e Chalamet are friends of the brand, and Timoth\u00e9e has recently been wearing a lot of the clothes. How important are those kinds of people to ADON?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> They\u2019re like ADON family.<\/span><\/p>\n<p><strong>How did the relationships with them come about?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Rob Pattinson, first of all, fits into the brand \u2013 he\u2019s got a very ADON feel about him. And he really loves the brand. I\u2019ve worked with Taylor McNeill for a long time, who styles both those guys, and there was a long exchange of ideas and conversations. She\u2019s the one and only Taylor McNeill \u2013 she\u2019s amazing.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> She\u2019s really important to us.\u00a0<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> It happened with Robert at first, and then Timoth\u00e9e. The way that happened was pretty\u2026 we were hoping for a while, but not even I could expect him to wear it back to back for days in a row.<\/span><\/p>\n<p><strong>Those Timmy moments were just before your debut show. Did that happen organically, or was it manufactured strategically to drum up hype?<\/strong><\/p>\n<p><strong>Ahmed Alramly: <\/strong><span>No, not at all.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> We woke up to it!<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Taylor called saying Timoth\u00e9e finally wanted to wear it, and then I actually had to go over to Los Angeles by myself with the suitcases, because there wasn\u2019t enough time to ship it from the showroom. He\u2019s the only person in the world that has the S2 collection, other than what will be shown at the show. But I literally took half the collection over to him.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> Straight from the showroom to LA! It was a bit mad because we were like, \u2018shit, can we actually get this all remade?\u2019 But it was worth it, for sure.<\/span><\/p>\n<blockquote>\n<p><span>\u201cCaravaggio, Alice in Chains and Ingmar Bergman\u201d \u2013 Ahmed Alramly<\/span><\/p>\n<\/blockquote>\n<p><strong>So what are your backgrounds in fashion?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> I\u2019m the creative director of a magazine, <\/span><em><span>Naima<\/span><\/em><span>, and I\u2019ve been a creative consultant, image director, etcetera. That world of cultural architecture \u2013 placing ideas together \u2013 that\u2019s my bread and butter. But I\u2019ve been working in fashion since I was, like, 17.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> Mine\u2019s just solely design focused. That\u2019s how we ended up gelling, because we filled in those gaps and just complemented each other\u2019s skills. I\u2019ve been working and studying for the past 10 years now, between Paris and London.\u00a0<\/span><\/p>\n<p><strong>Your debut runway was off-schedule though \u2013 do you care about being on the official London Fashion Week calendar?<\/strong><\/p>\n<p><strong>Anthony Princi: <\/strong><span>Honestly, not really.<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Nope.<\/span><\/p>\n<p><strong>Anthony Princi: <\/strong><span>It\u2019s becoming so hard to distinguish what is and isn\u2019t [on schedule] anyway, so I can\u2019t see the big importance of it.<\/span><\/p>\n<p><strong>Are there any other creatives that inspire your work? Designers, musicians, artists etc<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> I\u2019d say, Caravaggio, Alice in Chains and Ingmar Bergman.<\/span><\/p>\n<p><strong>What fresh ideas and perspectives does ADON bring to fashion that other brands aren\u2019t tapping into right now?<\/strong><\/p>\n<p><strong>Anthony Princi: <\/strong><span>We\u2019re very material driven. We see the materials and textures and things that we like, we play with them, we try to understand them, how they work best. It just feels very natural. We never force anything, like \u2018<\/span><em><span>we need more jackets! We need more trousers!<\/span><\/em><span>\u2019 Everything is driven by the feel of what something can do.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"62776016-0798-4665-9fda-b40400fd20bc\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1200\/azure\/dazed-prod\/1440\/0\/1440401.jpeg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.75\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1600\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/0\/1440401.jpeg\" width=\"1200\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Courtesy of ADON<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>I think it feels quite sexy, not because it\u2019s tight or revealing though, but because the clothes are very carnal and raw.<\/strong><\/p>\n<p><strong>Anthony Princi: <\/strong><span>Yeah, very animalistic.<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Yeah I mean, the trousers are made from this raw, untreated leather from when Anthony was in a tannery in Turkey.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> It\u2019s about finding that balance of what\u2019s clean and well-made, but not going so over the top with it.<\/span><\/p>\n<p><strong>What\u2019s next for ADON?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Maintaining our individuality, not compromising, and also teasing some of our collaborations that lend themselves to the multidisciplinary nature of the brand.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> And not falling into the calendar, as well. Not getting sucked in like a lot of brands. The second that you start trying to do things quickly, things become too sterile and boring. We want to take the time to be able to make things here, because that\u2019s when you get a different level of product, and a different level of sensitivity to it as well.<\/span><\/p>\n<p><strong>And, finally, what would you say is the best thing about being a \u2018London brand\u2019, but maybe also the worst?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Both the best and worst thing is that we get to live above a Nando\u2019s.<\/span><\/p>\n<p><em><span>Scroll through the galleries above for ADON S2<\/span><\/em><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<footer class=\"article-footer\">\n<div class=\"wrapper\">\n<div class=\"article-series\">\n<h4 class=\"heading\">More on these topics<\/h4>\n<\/div>\n<div class=\"article-series\"><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/q-and-a\">Q+A<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/feature\">Feature<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/aw26\">AW26<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/fashionweek\">Fashion Week<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/menswear\">Menswear<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/womenswear\">Womenswear<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/tag\/london\">London<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/tag\/fashion-week\">fashion-week<\/a><a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/tag\/lfw\">LFW<\/a><\/div>\n<\/div>\n<\/footer>\n<div class=\"grid\">\n<div class=\"lava-lamp\">\n<div class=\"lava-lamp-text-container\">\n<h3 class=\"lava-lamp-subheading\">Expand your creative community and connect with 15,000 creatives from around the world.<\/h3>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"grid section-header\">\n<div class=\"section-header__link\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69707\/1\/fashion\"><\/p>\n<h2 class=\"section-header__title\">READ MORE<\/h2>\n<p><\/a><\/div>\n<\/div>\n<div class=\"grid tag-article-list\">\n<div class=\"swiper swiper-latest\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69846\/1\/mugler-aw26-power-trip-down-memory-lane-paris-fashion-week-pfw\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Mugler AW26\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-188-1942-1292\/azure\/dazed-prod\/1440\/0\/1440678.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Mugler AW26 takes us on a power trip down memory lane<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36805\/0\/courreges-aw26\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Courr&#232;ges AW26\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-136-1334-887\/azure\/dazed-prod\/1440\/0\/1440510.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Courr\u00e8ges AW26 thinks we all have the same 24 hours in a day<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69744\/1\/ganni-harley-weir-spring-summer-2026-maggie-maurer\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> GANNI<\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"GANNI_SS26-CAMPAIGN_4X5_1\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-610-2399-1596\/azure\/dazed-prod\/1430\/8\/1438662.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">GANNI is yearning for a dreamy summer \u2013 and so are we <\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36804\/0\/dries-van-noten-aw26\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Dries Van Noten AW26\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-159-1365-908\/azure\/dazed-prod\/1440\/0\/1440492.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Dries Van Noten\u2019s stylish school kids flouted the uniform rules<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36802\/0\/acne-studios-aw26\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Acne Studios AW26\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-116-1334-887\/azure\/dazed-prod\/1440\/0\/1440446.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Acne Studios gets the royal treatment for AW26<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69828\/1\/how-team-oakley-won-gold-at-milano-cortina-2026\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Eileen Gu wears Oakley \" src=\"https:\/\/images-prod.dazeddigital.com\/480\/375-88-2625-1746\/azure\/dazed-prod\/1440\/0\/1440402.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">How Team Oakley won gold at Milano Cortina 2026<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69775\/1\/burberry-170th-anniversary-trench-coat-kate-moss-little-simz-jonathan-bailey\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> Burberry<\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"BURBERRY_2026_TRENCH_CAMPAIGN_HERO_KM_CROPPED_CLEA\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/170-89-742-494\/azure\/dazed-prod\/1440\/0\/1440329.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Kate Moss, Little Simz, and more celebrate 170 years of Burberry<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69806\/1\/unearth-me-serkan-deniz-david-luraschi-ola-ebiti-spring-issue-2026\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"DC291_CoverIndex_04\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-170-628-418\/azure\/dazed-prod\/1440\/0\/1440287.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">In pictures: David Luraschi captures model of the moment, Serkan Deniz<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69797\/1\/fila-aw26-milan-fashion-week-mfw-alistair-carr\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> FILA<\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"FILA MILANO - FW26 (45)\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-189-2000-1330\/azure\/dazed-prod\/1430\/9\/1439896.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">From track to concrete: Fila reimagines sportswear in the city for AW26<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36792\/0\/zomer-aw26\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Zomer AW26\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/158-102-1016-676\/azure\/dazed-prod\/1440\/0\/1440190.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Behind the scenes at Zomer and La Watchparty\u2019s AW26 runway<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69766\/1\/robots-angelina-kendall-hmnd-alpha-spring-2026-issue\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"DC291_CoverIndex_06\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-179-628-418\/azure\/dazed-prod\/1440\/0\/1440242.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Love machine: When robot\u00a0HMND Alpha met model Angelina Kendall<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/69815\/1\/saint-laurent-aw26-fw26-paris-fashion-week-pfw-anthony-vaccarello-le-smoking\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Saint Laurent AW26\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/197-75-1601-1065\/azure\/dazed-prod\/1440\/0\/1440241.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Saint Laurent AW26 paid tribute to the iconic Le Smoking jacket<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"newsletter-inline\" data-newsletter hidden>\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-8-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">In the studio <span class=\"nowrap\">with ADON<\/span><\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/0\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2250-1500\/azure\/dazed-prod\/1440\/0\/1440394.jpeg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/1\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-113-2250-1500\/azure\/dazed-prod\/1440\/0\/1440395.jpeg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/2\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-164-1200-800\/azure\/dazed-prod\/1440\/0\/1440396.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/3\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-92-1200-800\/azure\/dazed-prod\/1440\/0\/1440399.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/4\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-40-1200-800\/azure\/dazed-prod\/1440\/0\/1440401.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36800\/5\/in-the-studio-with-adon\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"800\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-404-1200-800\/azure\/dazed-prod\/1440\/0\/1440400.jpeg\" width=\"1200\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 8 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>When <\/span><a href=\"https:\/\/www.dazeddigital.com\/timothee-chalamet\"><span>Timoth\u00e9e Chalamet<\/span><\/a><span> starts wearing a brand very few have heard of \u2013 back to back to back, for several days in a row \u2013 the world can\u2019t help but pay attention. So, last month, when Chalamet stepped out in multiple outfits by the London-based brand ADON, the internet\u2019s ears pricked up. Who or what was ADON? And how did they land a coup d\u2019\u00e9tat any luxury label would pay hand over first for?<\/span><\/p>\n<p><span>\u201cYou\u2019re the first person we\u2019re letting in. Dazed is the first, then that\u2019s it,\u201d ADON\u2019s image director Ahmed Alramly tells me as we walk through their central London studio, located two floors above the Nando\u2019s in Soho. While Alramly and design director Anthony Princi have kept the brand intentionally lowkey until recently, a cursory glance through ADON\u2019s Instagram reveals it\u2019s not just <\/span><em><span>Marty Supreme<\/span><\/em><span> they\u2019re outfitting \u2013 Robert Pattinson is a fan too, as well as Travis Scott, who scored a custom tour outfit in October. But it\u2019s the pair\u2019s relationship with Chalamet\u2019s stylist Taylor McNeill that led to this current moment. \u201cShe\u2019s the one and only Taylor McNeill,\u201d they gush. \u201cShe\u2019s amazing.\u201d<\/span><\/p>\n<p><span>But what about the clothes? ADON\u2019s ethos is one Alramly and Princi describe as \u2018stark luxury\u2019 \u2013 high quality, utilitarian clothes made from untreated leather, heavy shearling, cashmere, suede, and other materials derived from the natural world. Its collections are based on lengthy \u2018case studies\u2019, where the pair trek to remote places for inspiration (season one was based on a year spent with Tusheti shepherds in Georgia, for instance). That first proposition was debuted at a presentation in Paris at the start of 2025, which featured collaborations with sculptor Dozie Kanu, stylist Vanessa Reid, photographer Lengua and an afterparty headlined by Amnesia Scanner. \u201cADON remains intentionally selective, found on friends of the house who inhabit this specific frequency,\u201d read the press release for the event.<\/span><\/p>\n<p><span>Coincidentally for Alramly and Princi, Chalamet\u2019s recent ADON streak happened just days out from their debut runway show in London, as the brand was opening up to a larger audience. At the off-schedule show, the pair continued their rugged and raw exploration of silhouettes and textures via a collection called <\/span><em><span>ROADS \/ Spirit<\/span><\/em><span>, one that was inspired by an excursion to one of the coldest inhabited regions on earth. In a stark warehouse space, decorated with floating transmission poles, models in leather coats and beaten up trousers stormed the runway, soundtracked by an intense score from producer Rainy Miller.<\/span><\/p>\n<p><span>In the conversation below, we chat to Alramly and Princi about their return to London, the air of mystery surrounding the brand, and flying to LA to dress Timoth\u00e9e Chalamet.<\/span><\/p>\n<\/div>\n<div class=\"dazed-gallery has-37-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">ADON AW26<\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/0\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-68-2000-1333\/azure\/dazed-prod\/1440\/0\/1440364.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/1\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-98-2000-1333\/azure\/dazed-prod\/1440\/0\/1440365.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/2\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440366.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/3\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440367.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/4\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440368.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36799\/5\/adon-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"ADON AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2000-1333\/azure\/dazed-prod\/1440\/0\/1440369.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 37 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Hey both \u2013 first of all, can you describe to me the core elements of ADON?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> We create case study to case study. That\u2019s how we do a collection. For this season, the team went to one of the coldest inhabited regions on Earth. It was about pulling from the brutality of nature \u2013 everything from huntsmen to miners to fishermen \u2013 especially for the palettes. We call it \u2018stark luxury\u2019 \u2013 these raw untreated leathers, heavy furs, workwear. We like the idea of durability and a uniform you can wear over and over, but also it\u2019s really high quality and high craft. In our mind, it increases in beauty as time goes on.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> We took those core values we learnt from all the case studies and tried to translate that to every single detail, to have that consistent design language throughout, and really establish that in the second collection.<\/span><\/p>\n<p><strong>These \u2018case studies\u2019 aren\u2019t your usual fashion inspiration. Where did you go for this season\u2019s trip?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> It\u2019s not even about a specific place. When I say, \u2018one of the coldest inhabited regions on Earth\u2019, there\u2019s a lot we leave to your imagination.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> The important thing is a matter of us <\/span><em><span>being there<\/span><\/em><span>. The way that you interact with things in person is so different in comparison to just doing research, so I think it\u2019s important for us to experience [those places].<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Just total submersion, shaped by direct experience. But it\u2019s not about voyeurism \u2013 the first case study was an entire year spent with shepherds. It\u2019s about living within the space, and making <\/span><em><span>from it<\/span><\/em><span>, not of it.<\/span><\/p>\n<blockquote>\n<p><span>\u201cFashion has become too fast, and you don\u2019t get to sit on ideas. There\u2019s no incubation period\u201d \u2013 Anthony Princi<\/span><\/p>\n<\/blockquote>\n<p><strong>When you say that case study took a year, does that mean you feel restricted by the traditional fashion calendar?<\/strong><\/p>\n<p><strong>Anthony Princi:<\/strong><span> Not really. I think it\u2019s just a matter of letting it be quite natural. We like taking so much longer because fashion has become too fast, and you don\u2019t get to sit on ideas. There\u2019s no incubation period. The longer that we\u2019re looking at these things, ideas evolve and change. We\u2019re trying to make sure that everything we do isn\u2019t so literal.<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> For now we\u2019re off calendar, and we\u2019re focused on our craft and individuality. Maybe things won\u2019t take a year [<\/span><em><span>laughs<\/span><\/em><span>]. That\u2019s how things started, in an unconventional way, but we\u2019ll maintain our unconventionality.<\/span><\/p>\n<p><strong>There\u2019s an element of mystery shrouding the brand online. Is that something you\u2019ve intentionally created, and if so why?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Everything is intentional, that\u2019s all I say.<\/span><\/p>\n<p><strong>I saw that <\/strong><a href=\"https:\/\/www.gq.com\/story\/timothee-chalamet-adon-london-brand\"><strong><em>GQ<\/em><\/strong><strong> article<\/strong><\/a><strong> about you guys, where they reached out for comment but didn\u2019t get a response.<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> You\u2019re the first person we\u2019re letting in. Dazed is the first, then that\u2019s it. As far as that goes, everything is intentional.<\/span><\/p>\n<p><strong>What are the reasons for the mystery?<\/strong><\/p>\n<p><strong>Both: <\/strong><span>[Silence]<\/span><\/p>\n<p><strong>That\u2019s fair.<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> That would kind of defeat the whole point! [<\/span><em><span>laughs<\/span><\/em><span>]<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"62d5365d-a73f-498b-a4d4-b40400fd1e6c\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1200\/azure\/dazed-prod\/1440\/0\/1440399.jpeg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.75\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1600\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/0\/1440399.jpeg\" width=\"1200\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Courtesy of ADON<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Robert Pattinson and Timoth\u00e9e Chalamet are friends of the brand, and Timoth\u00e9e has recently been wearing a lot of the clothes. How important are those kinds of people to ADON?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> They\u2019re like ADON family.<\/span><\/p>\n<p><strong>How did the relationships with them come about?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Rob Pattinson, first of all, fits into the brand \u2013 he\u2019s got a very ADON feel about him. And he really loves the brand. I\u2019ve worked with Taylor McNeill for a long time, who styles both those guys, and there was a long exchange of ideas and conversations. She\u2019s the one and only Taylor McNeill \u2013 she\u2019s amazing.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> She\u2019s really important to us.\u00a0<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> It happened with Robert at first, and then Timoth\u00e9e. The way that happened was pretty\u2026 we were hoping for a while, but not even I could expect him to wear it back to back for days in a row.<\/span><\/p>\n<p><strong>Those Timmy moments were just before your debut show. Did that happen organically, or was it manufactured strategically to drum up hype?<\/strong><\/p>\n<p><strong>Ahmed Alramly: <\/strong><span>No, not at all.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> We woke up to it!<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Taylor called saying Timoth\u00e9e finally wanted to wear it, and then I actually had to go over to Los Angeles by myself with the suitcases, because there wasn\u2019t enough time to ship it from the showroom. He\u2019s the only person in the world that has the S2 collection, other than what will be shown at the show. But I literally took half the collection over to him.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> Straight from the showroom to LA! It was a bit mad because we were like, \u2018shit, can we actually get this all remade?\u2019 But it was worth it, for sure.<\/span><\/p>\n<blockquote>\n<p><span>\u201cCaravaggio, Alice in Chains and Ingmar Bergman\u201d \u2013 Ahmed Alramly<\/span><\/p>\n<\/blockquote>\n<p><strong>So what are your backgrounds in fashion?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> I\u2019m the creative director of a magazine, <\/span><em><span>Naima<\/span><\/em><span>, and I\u2019ve been a creative consultant, image director, etcetera. That world of cultural architecture \u2013 placing ideas together \u2013 that\u2019s my bread and butter. But I\u2019ve been working in fashion since I was, like, 17.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> Mine\u2019s just solely design focused. That\u2019s how we ended up gelling, because we filled in those gaps and just complemented each other\u2019s skills. I\u2019ve been working and studying for the past 10 years now, between Paris and London.\u00a0<\/span><\/p>\n<p><strong>Your debut runway was off-schedule though \u2013 do you care about being on the official London Fashion Week calendar?<\/strong><\/p>\n<p><strong>Anthony Princi: <\/strong><span>Honestly, not really.<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Nope.<\/span><\/p>\n<p><strong>Anthony Princi: <\/strong><span>It\u2019s becoming so hard to distinguish what is and isn\u2019t [on schedule] anyway, so I can\u2019t see the big importance of it.<\/span><\/p>\n<p><strong>Are there any other creatives that inspire your work? Designers, musicians, artists etc<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> I\u2019d say, Caravaggio, Alice in Chains and Ingmar Bergman.<\/span><\/p>\n<p><strong>What fresh ideas and perspectives does ADON bring to fashion that other brands aren\u2019t tapping into right now?<\/strong><\/p>\n<p><strong>Anthony Princi: <\/strong><span>We\u2019re very material driven. We see the materials and textures and things that we like, we play with them, we try to understand them, how they work best. It just feels very natural. We never force anything, like \u2018<\/span><em><span>we need more jackets! We need more trousers!<\/span><\/em><span>\u2019 Everything is driven by the feel of what something can do.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"62776016-0798-4665-9fda-b40400fd20bc\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1200\/azure\/dazed-prod\/1440\/0\/1440401.jpeg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.75\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"In the studio with ADON\" class=\"img\" height=\"1600\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/0\/1440401.jpeg\" width=\"1200\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Courtesy of ADON<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>I think it feels quite sexy, not because it\u2019s tight or revealing though, but because the clothes are very carnal and raw.<\/strong><\/p>\n<p><strong>Anthony Princi: <\/strong><span>Yeah, very animalistic.<\/span><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Yeah I mean, the trousers are made from this raw, untreated leather from when Anthony was in a tannery in Turkey.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> It\u2019s about finding that balance of what\u2019s clean and well-made, but not going so over the top with it.<\/span><\/p>\n<p><strong>What\u2019s next for ADON?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Maintaining our individuality, not compromising, and also teasing some of our collaborations that lend themselves to the multidisciplinary nature of the brand.<\/span><\/p>\n<p><strong>Anthony Princi:<\/strong><span> And not falling into the calendar, as well. Not getting sucked in like a lot of brands. The second that you start trying to do things quickly, things become too sterile and boring. We want to take the time to be able to make things here, because that\u2019s when you get a different level of product, and a different level of sensitivity to it as well.<\/span><\/p>\n<p><strong>And, finally, what would you say is the best thing about being a \u2018London brand\u2019, but maybe also the worst?<\/strong><\/p>\n<p><strong>Ahmed Alramly:<\/strong><span> Both the best and worst thing is that we get to live above a Nando\u2019s.<\/span><\/p>\n<p><em><span>Scroll through the galleries above for ADON S2<\/span><\/em><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.dazeddigital.com\/fashion\/article\/69707\/1\/adon-timothe-chalamet-london-fashion-week-lfw&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/45-188-1951-1300\/azure\/dazed-prod\/1440\/0\/1440723.jpg&#8221;] Courtesy of ADON March\u00a0 6,\u00a0 2026 Fashion \/ Q+A Fashion \/ Q+A Inside ADON, the elusive London brand with Timoth\u00e9e Chalamet on speed dial In a Dazed exclusive, ADON founders Anthony Princi and Ahmed Alramly take us behind the scenes of their debut London show March\u00a0 6,\u00a0 2026 March\u00a0 6,\u00a0 2026 TextElliot [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,76],"class_list":["post-1811667","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-dazeddigital-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1811667","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1811667"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1811667\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1811667"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1811667"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1811667"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}