Walking through Jonathan Anderson’s London-cool influence on the historic label through his a/w16 show and looking back at his design process to revive Loewe as we know it.
By Aishwarya Tyagi
Set in the Joan Joan Miró at Maison de l’UNESCO, with wall murals by the Spanish poetic master, Anderson went beyond the fractured mirrors of s/s16, to striking new ways of introducing hardware into clothing. Beaded necklaces were threaded into the gathered waist and neckline of loose cotton shirtdresses, tube dresses with sculpted leather corsets, and made dress sleeves designed from delicate metal rings. Among many of his quirky accessories, was a cat-shaped minaudière slung from a necklace that is sure to be a head-turner this season
For MOJEH’s Issue no 35, we sat down with Jonathan Anderson, Loewe’s head designer, to talk through his creative approach to marry his young, edgy aesthetic to the classic and well-established trademark of the iconic luxury brand. “My goal with the philosophy of the brand fundamentally is to restore it to the point it was at during the Fifties, Sixties and Seventies,” he says about the revival of Loewe. “I want to take it forward and make Loewe relevant today. It needs to become relevant for young people and all demographics. Playing with different technologies, playing with the elements of fashion and trying to build a language into Loewe, which it didn’t really have.”
The new era of avant-garde designs and themes of Loewe ushers in a brand new vision for the brand and the future of Parisian fashion.
