In 2013, Jonathan Anderson took on the role of Creative Director at Loewe, a brand with over a century of craftsmanship but struggling to maintain relevance in the modern fashion world. The challenge? To revitalize a forgotten legacy and transform it into one of the most exciting and talked-about luxury houses in the world.
At first glance, Anderson’s appointment raised eyebrows. A brand known for its heritage in leather goods, Loewe was considered by many to be stuck in the past. But Jonathan had a bold vision—one that would reshape the brand’s future and make it a powerhouse of creativity, craftsmanship, and collaboration. His first step? Crafting a product that would become emblematic of the new Loewe.
The Puzzle Bag: Crafting a New Identity
The defining moment of Jonathan Anderson’s tenure came with the creation of the Puzzle Bag. This geometric masterpiece, with its distinct silhouette and impeccable craftsmanship, was more than just a new accessory—it was a statement. It encapsulated Anderson’s creative ethos and Loewe’s rich history of leatherwork, showcasing the precision and artistry that set the brand apart. Unlike many luxury brands that guard their processes, Loewe opened its doors, allowing the world to witness the care and skill that went into every stitch, making the process as mesmerizing as the product itself.
Collaboration as a Catalyst for Change
But Anderson knew that in order to fully redefine Loewe, he needed collaboration. His first major partnership was with Mecano, an iconic brand he adored as a child. This collaboration wasn’t just about nostalgia; it symbolized the beginning of Anderson’s journey to rebuild Loewe, piece by piece, much like the model building sets he once enjoyed. His next collaboration, with the renowned Studio Ghibli, brought a sense of whimsy and musical storytelling to luxury fashion, showcasing the brand’s playful yet sophisticated spirit.
These partnerships laid the foundation for Loewe’s new identity—one that blurred the lines between art, fashion, and culture.
A Store Experience Like No Other
Walking into a Loewe store is like stepping into an art gallery. Known for its unusual installations, the brand’s retail spaces feature everything from Picasso ceramics to floating botanical gardens. This focus on aesthetics and the buying experience is part of Anderson’s larger vision to transform the brand into a cultural hub, where luxury meets creativity in unexpected ways.
Reshaping Fashion Shows: A New Era of Creativity
In 2020, when fashion shows were canceled due to the pandemic, Jonathan Anderson once again pushed boundaries. Loewe’s collection was sent to customers in the form of life-size posters, complete with tools to assemble the designs in their own homes. This innovative approach was a testament to Anderson’s creative ingenuity, and it marked the beginning of a new era for Loewe, where the brand’s surreal and avant-garde designs would take center stage.
The Surreal and the Unexpected: The Evolution of Loewe
Once the world opened up again, the brand’s designs became even more daring. From dresses shaped like cars to heels standing on tennis balls, Loewe’s runway shows grew increasingly surreal. One of the most notable moments came with the custom tennis ball heels made for the film Challengers, where Anderson was also responsible for the film’s creative direction. The resulting Loewe x Challengers shirt went viral, further cementing the brand’s status as a cultural force.
Loewe’s social media presence mirrors its runway designs, mixing surrealism with the brand’s rich craftsmanship. These viral moments are a testament to Jonathan Anderson’s ability to blend high-end fashion with the unpredictable energy of popular culture.
Crafting a World of Beauty and Craftsmanship
At the heart of Loewe’s new identity is Anderson’s belief in the beauty of the ordinary. Items that are typically overlooked—like books and everyday objects—become integral parts of the Loewe world. Beauty is found in the unexpected and the absurd, turning the mundane into something extraordinary.
Anderson’s approach to luxury is rooted in craftsmanship—each piece is slow-crafted by hand, emphasizing quality over quantity. One of the most recent milestones in Loewe’s journey is the release of Crafted World, a book that celebrates Jonathan Anderson’s decade-long journey as the brand’s Creative Director. This book is a tapestry of stories, beauty, and craft, offering readers a glimpse into the whimsical, yet meticulously crafted world of Loewe.
A Legacy of Innovation and Craft
Jonathan Anderson’s vision has transformed Loewe from a forgotten brand into one of the most sought-after labels in the fashion world. Through his collaborations, innovative designs, and unwavering commitment to craftsmanship, he has built a world where creativity knows no bounds. Today, Loewe stands as a testament to the power of innovation, turning everyday objects into objects of desire and elevating the brand into a cultural icon.
In the ever-evolving landscape of fashion, Loewe’s resurgence is a reminder that true luxury is not just about status—it’s about craftsmanship, creativity, and the ability to see beauty in the most unexpected places.
