Internationally recognised for their fine craftsmanship, attention to detail, and bespoke designs, LOEWE is as much a luxury brand as it is a lifestyle. In 2022, the German-named Spanish brand is being celebrated for its alluring mash-up of ready-to-wear garments, accessories, and leather goods. Originally founded in 1846 in Spain, Loewe was never actually intended to become a luxury brand. The fashion house had been in business for roughly a century before deciding to create and launch its very first ready-to-wear collection in 1965.
Having watched the brand’s growth and popularity only increase, LVMH approached Loewe in 1996, offering the fashion house the opportunity to join the multinational conglomerate and its umbrella of other luxury brands. Despite being LVMH’s smallest brand at the time, Loewe’s fine craftsmanship and unique individuality saw its profits and popularity significantly increase.
Fast forward to present day, and the decades-old, LVMH-acquired Loewe is now under the guise and creative direction of no other than talented Northern-Irish designer Jonathan Anderson. Former Visual Merchandiser at PRADA and creator of his own internationally successful J.W Anderson brand, Anderson is no stranger to the world of luxury fashion.
Since taking the helm in 2013, Anderson has transformed Loewe into a modern-day brand beloved by millennials. The once conservative, rather traditional fashion house was in need of new creative direction for quite some time, and it was the appointment of Anderson that truly shifted Loewe’s aesthetic and appeal. Two years after joining Loewe, Anderson made history as the first individual to be awarded both Womenswear and Menswear Designer of the Year at the British Fashion Awards.
Anderson found a way to respect and reference the heritage brand, while seamlessly capturing the attention of a younger – equally fashionable – demographic. It therefore comes as no surprise to see Anderson’s success at Loewe continue to make international headlines. In addition to continuing the house’s supportive educational and talent foundation, The Loewe Foundation, Anderson has launched various new brand initiatives and awards since appointed to Loewe back in 2013. In 2016, Anderson founded the LOEWE Foundation Craft Prize, the world´s first international award for contemporary craft, and in early 2019, he produced the Eye/LOEWE/Nature collection – Loewe’s first sustainably conscious collection.
Despite branching out from the brand’s infamously popular leather goods, Anderson continues to design accessories that value and reflect the fine craftmanship the luxury fashion brand is undoubtedly still renowned for.
That said, Anderson is not the only one to thank when it comes to Loewe’s successful brand make-over. Loewe’s pieces have been worn by the likes of A$AP Rocky and Jodie Comer, and, of course, who can forget Zendaya fronting the cover of Interview Magazine in 2021. It is the reach and influence of these celebrities and high-profile socialites that have added to the brand’s notable increase in popularity.
In 2022, Loewe has expanded globally yet again. Now operating over 150 stores worldwide, with headquarters in Madrid and subsidiaries in Hong Kong, Shanghai, and Tokyo, Loewe is paving the way for an innovative, high-quality future of fashion. Predicting what Anderson may create next is the task most fashion-forward fanatics have been eager to attempt – but all will be revealed sooner rather than later.
As the talented designer continues to splash creativity across Loewe and his own J.W Anderson brand, the possibility of Loewe’s next collection outdoing its last has quickly become more of an expectation than a possibility.
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