The new space of the Spanish brand Loewe at TSUM © press service
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Interaction with the art world
Loewe has a long and active relationship with artists and artisans from around the world, deftly weaving contemporary art with the aesthetics of the collections of Jonathan Anderson, the brand's creative director. There are many interesting examples of cooperation. So, in 2018, Japanese artist Fumiko Imano created a series of photo collages for Loewe, which captured the model Liya Kebede, Imano herself and … the artist's fictitious twin.
1 of 9 Loewe, autumn-winter - 2018 © Fumiko Imano © Fumiko Imano © Fumiko Imano © Fumiko Imano © Fumiko Imano © Fumiko Imano
The brand made seven costumes for Anthea Hamilton, who changed into them during a performance at the Tate Britain gallery. Interestingly, Anderson designed the costumes based on pumpkins: their striped pattern inspired him to create hats and tights. The brand regularly holds exhibitions of contemporary art in its stores, actively collaborates with artists, and also has its own annual award that supports artisans. The Loewe Craft Prize was founded by Jonathan Anderson as Trustee of the Victoria and Albert Museum.
1 of 5 Loewe Craft Prize 2017 Tokyo © craftprize.loewe.com © craftprize.loewe.com © craftprize.loewe.com © craftprize.loewe.com
When designing the Moscow corner at TSUM, this important connection for Loewe was taken into account, and therefore the space was not only decorated with art objects that Anderson once opened to the world, but also made references to the design of a boutique in Madrid, which was designed by Spanish architect Javier Carvajal in 40s and 50s One of the characteristic features is the use of natural materials such as quartz, limestone, wood and green agate.
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Accessories
If today a new generation of it bags could be singled out, then the Loewe Puzzle model presented in 2015 would definitely be in the honorable top three. This is one of the most popular accessories of the last four years. Every season, the bag is released in a new palette and finds admirers such as Julianne Moore, Beyoncé, Doutzen Cruz and Kate Bosworth. If you need a bag that will not shout about belonging to a particular brand, but will say so quietly and to those who have to read the right codes, then Loewe accessories are a sure-fire option.
1 of 21 Loewe Puzzle © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service © press service
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Love for detail
In addition to all the many advantages of the brand, its very clear and recognizable aesthetics, Loewe is appreciated for its attention to detail. In addition to the bags already mentioned, the brand's accessories and jewelry are also popular. Among the hits of past collections are bracelets in the form of large calla lilies, cat pendants, unusual hats with bread prints. This season, we advise you to pay attention to wide corset belts: the emphasis on the waist is a big trend in fashion, both for women and men. Jonathan Anderson makes extensive use of handicraft techniques, and also masterfully works with leather. However, everything is quite natural here: it was leather goods that were once the key specialization of the brand.
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Intelligent design
Without the slightest doubt, Loewe clothes, accessories and shoes are suitable for women of all ages. What are the images of actress Charlotte Rampling, who starred in the advertising campaign for the spring-summer 2017 season (at that time she was 70 years old).
Loewe advertising campaign for the spring-summer 2017 season with Charlotte Rampling © press service
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Patronage
Loewe has been involved in charity work even before it was a fashion phenomenon. Recent initiatives include the Knot On My Planet elephant rescue campaign. The brand has released a special series of legendary elephant-shaped accessories, and artisans from Northern Kenya were engaged in the decoration of bags and wallets. All proceeds from the sale of these accessories were donated to the Elephant Crisis Fund. In 2018, the brand launched a collection of T-shirts with David Voinarovich prints. Then part of the funds went to the Visual Aids Foundation, which helps HIV-positive artists.>