For few days before the presentation, the new Loewe ads were sent all around the Parisian billboards, presenting vintage Steven Meisel photographs curated by Jonathan Anderson. Jonathan, designer of J.W. Anderson and the new creative director of Spanish luxury fashion house, Loewe, debuted with a menswear SS15 look-book yesterday: full of warmth and youth, the clothes are modern, but keep up with the legacy of the house. The leather Amazona bags, the cozy sweaters with new M/M logos, the origami sharp cotton t-shirts and foulard like tops look fresh and innovative! It was also quite obvious how much of Anderson himself there was in the new Loewe. He played with Meccano blocks in his childhood, and the Meccano references in the new collection were, he said, representative of "a naive approach to rebuilding a brand" and the small leather goods. They led to a Pop-y, primary-colored touch. And, the naive aside, there was a jolt of Andersonian ambiguity in a piece as frankly feminine as the two striped silk scarves sewn together to create a top. I am really curious how will Anderson continue his journey at Loewe- because it starts really good!
Inspirations: Meccano blocks, Alex Katz beach paintings. The shoes, bag, keyholder and purse from new collection.
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