July 1, 2014

Men reconfigured

VIEW PHOTOS

A few months after his appointment as creative director of Loewe, Jonathan Anderson presented his much-awaited first men's collection for the Spanish House.  

The British designer has progressively revealed the different creative elements that embody his vision for Loewe, from an updated logo and new ad campaign, to an active social media strategy. His first presentation of men's wear confirms this approach while connecting powerfully with Loewe's history.

Loewe has since its origins been defined by unrivalled expertise with a noble and warm material, leather. Leather thus figures prominently in myriad facets in this first collection, joined by an array of other natural fibers. In addition to leather goods, the material also shows up in precision-cut trench coats and, in a nod to the brand's origins,  espadrilles in python and solid colors. The chromatic range revolves around earthy tones in brown, taupe or beige, set off with touches of red.

The advertising campaign reprises archive shots by celebrated fashion photographer Steven Meisel, proposing an immersion in the aesthetic cornerstones that have inspired Jonathan Anderson's vision for Loewe. The designer pays tribute to the rich heritage of the House and uses his ideas to connect the past, present and future of Loewe.

  • mail