LOEWE: The New Loewe, Curated by Jonathan Anderson
Gallery

LOEWE: The New Loewe, Curated by Jonathan Anderson

Madrid's LOEWE Serrano store, the inspiration for Casa LOEWE Omotesando. This boutique was designed in 1959 by visionary architect Javier Carvajal.
Facing Omotesando's main street, the facade of Casa LOEWE Omotesando is a seamless glass wall that blurs the boundary with the outside scenery. The interior space, immediately visible, serves as the window display.
Ground floor. Products are displayed like an exhibition in a museum. In the back, to commemorate the opening, are ceramic works from Hamada Kiln, a Mashiko ware pottery studio representing three generations of master potters: the first generation, Shoji Hamada (1874-1978), who greatly influenced the 1920s ceramics world alongside British potter Bernard Leach; the second generation, Shinsaku; and the third generation, Tomoo.
At the center of the displayed ceramic works are two special pieces, 'TIE' and 'CUBE', created by the third-generation potter Tomoo Hamada, inspired by LOEWE (7th and 8th from the left in the photo).
The two ceramic pieces created by Tomoo Hamada for LOEWE are available for custom order at Casa LOEWE Omotesando. From left: Tomoo Hamada ceramic for LOEWE 'TIE' (approx. ¥300,000, tax excl.), Tomoo Hamada ceramic for LOEWE 'CUBE' (approx. ¥200,000, tax excl.).
Ground floor. The emerald green ceiling, continuing from the entrance canopy, is made of agate.
Second floor. The edges of the display tables feature 'dovetail' details, meaning 'dove's tail'. The legs incorporate designs found in Liberty-style architecture, expressing a fusion with art.
Basement floor. Furniture in the store includes selected British antiques from the Arts and Crafts movement era. Among them are pieces created for the London department store Liberty, and chairs designed by William Morris, a pioneer as an artist, designer, and writer.
An editorial featuring iconic models of the era, including Maggie Riser, based on paintings by American artist Alex Katz, inspired Jonathan Anderson. The LOEWE signature bag, 'Amazona', is presented as a new icon, emphasizing softness and usability.
In the new advertising campaign with photographer Steven Meisel, the fashion story 'An Interpretation', shot by him for Italian Vogue in 1997, serves as a key element. The 'Flamenco', one of LOEWE's classic bags, is featured in the signature 'Oro' color.
A new advertising visual, with styling by Benjamin Bruno and striking monochrome silhouettes characteristic of photographer Steven Meisel. The newly released leather 'Tote' bags, placed side-by-side, possess a simple yet powerful presence with bold stripes and a renewed anagram.
This campaign also features historical items that emphasize LOEWE's DNA. A collection of bronze stamps, used for engraving leather over a century, is incorporated into the visuals, powerfully depicting the brand's evolution and enduring modernity. Juxtaposed are new creations inspired by the forms and colors of construction models from the British toy maker 'Meccano', reinterpreted with Jonathan Anderson's unique vision.
The new brand logo is inspired by the work of German-born British typographer Bernard Wolpe, referencing Enrique Loewe Roessberg, the founder of LOEWE, who was German. The original LOEWE 'Anagram', designed in 1970 by Spanish painter Vicente Vela, has been updated to a simpler design, closer to its original form as an embossing stamp for leather. Product packaging is also presented in smoky white boxes reminiscent of academic books.
At the presentation held at Casa LOEWE Omotesando the day before the grand opening, the collection shown in Paris was recreated exactly.
One of the key motifs of this collection, a bold black and terracotta border, is prominently featured in knitwear.
Tailored looks are presented with relaxed silhouettes, coordinated with voluminous, oversized blankets.
Jonathan Anderson, Creative Director
At the finale of the presentation, a total of 18 models appeared against the backdrop of Casa LOEWE Omotesando, the venue.
Scenes from the reception party held on July 16th.
Scenes from the reception party held on July 16th.
Scenes from the reception party held on July 16th.
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LOEWE | The 'New LOEWE' by Jonathan Anderson: A Gallery

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