Loewe has launched 001, its first fragrance under Jonathan Anderson. Loewe’s creative director has imagined a scent in both “Woman” and “Man” versions, inspired by the idea of the morning after a first romantic encounter.
Loewe’s first fragrance under Jonathan Anderson, 001 is the sensory expression of the spirit the young Creative Director has brought to the House since his arrival in 2014, a subtle blend of fresh innovation and rich heritage. 001 is an invention that captures both the distinctive character of Loewe and the zeitgeist of the times.
“This is a very personal project for me. I spent a lot of time working on it because it’s something I really believe in. Above all, I wanted the fragrance to feel credible, an organic extension of what Loewe stands for today,” Jonathan Anderson explains.
Created in two versions, “Woman” and “Man”, 001 is inspired by the emotions of the early hours after a first intimate encounter between two people, a moment that leaves a scented memory on the skin, interpreting the notions of purity and uncertain promise. Loewe 001 “Woman” blends top notes of bergamot and tangerine with a heart note of sandalwood and hints of jasmine and vanilla in the base notes. The “Man” version has the same combination of scents with masculine undertones of cedar and musk. Both fragrances can be easily interchanged and mixed, like a mixed wardrobe that melds feminine and masculine codes.
Inspired by the photographic artwork of Karl Blossfeldt, whose botanical images were adapted as prints in Loewe’s Spring/Summer 2016 women’s ready-to-wear collection, Jonathan Anderson selected two images for the packaging of 001, beginning a new chapter in the creative story of the Maison.