Under the creative direction of Jonathan Anderson, craft, innovation and an unparalleled knowledge of leather – the values at the heart of LOEWE since 1846 – are being reconfigured with an injection of modernity and cultural awareness.
Anderson was born in Northern Ireland in 1984 and he has emerged as one of the leading designers of his generation, earning both critical acclaim and commercial success with the collections he designs for his own label, J.W. Anderson.
Under his helm, LOEWE embarks on a timely interpretation of womenswear, menswear, accessories and lifestyle items, becoming the first luxury house to actively incorporate the notion that there is nothing more exclusive than culture. LOEWE products are designed with a realistic approach and uncompromising emphasis on functionality, making them desirable and superior.
Tactile, streamlined bags exposes the natural qualities of leather through modern design. New takes on house classics, such as the Amazona and Flamenco bags, highlights their softness and utility. A crinkled trench coat with a perfected silhouette, as well as a minimalist, ultra-light interpretation of the classic biker jacket. The best cashmere jumper, along with a tailored shirt that’s built to last. An essential blanket, as well as an iconic wood and leather chair, pulled from the LOEWE archives and re-edited in striking new colour combinations. All these items make up the foundation of LOEWE’s new universe.
Michael Amzalag and Mathias Augustyniak have also created the new graphic identity for the brand. The logotype is inspired by German-born British typographer Berthold Wolpe, and the famous anagram has been pared down to unearth its factual origin as a branding iron used to mark cattle and leather. Aside from that, packagings have also been redesigned.
With the new direction, LOEWE also presents the first collection of items designed by Jonathan Anderson, a Capsule Collection spanning different categories. It consists of bags and accessories for men and women, which reflects the emphasis on tactility, pure form and functional relevance. The house’s iconic Amazona and Flamenco bags have been revisited to bring out the simplicity of their original form and natural softness. Aside from that, the bags carry LOEWE’s redesigned anagram and logo.
A selection of items inspired by Meccano, the British game created by Frank Hornby in 1901, reinterpreting its shapes and colours in leather or as prints to convey notions of combining and building, are amongst the collection’s central themes. For the Home, an exclusive re-edition of a signature cushion and a reinterpretation of a chair is also available. The chair and cushion will be made available for special order through LOEWE Pavilion Kuala Lumpur.
Jonathan Anderson’s Capsule Collection will be available at the LOEWE store in Pavilion Kuala Lumpur from October onwards. Visit this website for more information on the entire collection.
