Wonderland.

LOEWE’S NEW IDENTITY

Loewe, a brand wealthy with craftsmanship and peerless knowledge of leather is to be infused with the sharp and expressive mind that is Jonathan Anderson

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Fast becoming one of the most astute decisions the worlds of fashion and business have seen in a long time, the Spanish fashion house, nearing on its second centennial celebration, has enlisted Irish born designer Jonathan Anderson (of J.W. Anderson) in an effort to cleanse the palette of a brand swathed in legacy.

At thirty, Jonathan Anderson has earnt critical acclaim and commercial success,  founding his own label in 2008 that has demonstrated a breadth of skills honed from within the prestige doors of London College of Fashion. A perfect candidate to immerse himself fully within the world of luxury, superior levels of manufacture and pure silhouette.

Anderson must liase across the many spheres of Loewe’s already present stems of design, comprising of womenswear, menswear, accessories and the more ambiguous “lifestyle items”. What could be an overwhelming prospect for a designer who has concentrated his efforts solely on clothing the human form proves quite the contrary, as the spectrum of disciplines listed within Anderson’s range of new responsibilities may be viewed as an extension of the free thinking androgyny his previous collections have ensued. Loewe’s horizons are set to be expanded and widened, as the legacy is evolving into an all-encompassing world in which ‘there is nothing more exclusive than culture itself’.

The task of creating a fitting logo for this design Utopia has fallen at the feet of Michael Amzalag and Mathias Augustyniak who looked to the German ancestry of Enrique Loewe Roessberg when pencilling the logo’s fluid milky lines that could easily be present in the graphic strokes of an Art Nouveau illustration. With Jonathan Anderson as Creative Director, teaming with a portfolio of re-edited archival pieces and flourishes of newly coined colour combinations, the solid foundations of the historical brand are to be effortlessly reconfigured, refreshed and modernised.

Words by: Eleanor Kirby

LOEWE’S NEW IDENTITY

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