Reinventing classic shapes with unusual natural materials is a key aspect of Daughter of Jon's label; raw textures and classic designs, elegant shapes and striding colours, unusual patterns and natural proportions.
Jonsdottir chose fish-leather as the main material of the collection, not only for its incredible strength, but also for its natural texture. Jonsdottir still sources her leather sustainably from her home country of Iceland, where fish leather was used by fishermen for their shoes and other products.
Having studied fashion design in Vienna and grown up in Reykjavik, Jonsdottir later moved to Barcelona. She drawers inspiration from all these places in her designs: the raw elements of Iceland, the flair of Vienna, the playfulness and colour of Barcelona's street life. And now London is brings it all together.
"Modern classics for adventurous people" is the label's motto.