Loewe unveils the men’s spring summer 2021 collection and the new women’s pre-collection through a box of wonders designed by Jonathan Anderson and a line-up of digital appointments on the brand’s social channels.
The canvas casket that contains the Loewe brand new products looks like an office folder, organized inside with named dividers that indicate the different contents.
First of all an introductory message signed by Jonathan Anderson who among the typed lines writes us: «We focused on the process, working on mannequin. With this box, I share this process with you, so that you can enjoy it, be involved in it, experience it ».
Actually, the feeling you feel discovering the contents of the box one by one is to poke around in the designer’s office, browsing through the drawers of the desk and in the wardrobes they hold all the work behind a collection.
The new Loewe looks spring summer 2021 men’s and women’s pre-collection are presented through a browsable booklet in which a silhouette is printed for each page, and the back of the look is (rightly) on the back of the sheet. Some outfits in the collection are photographed on a 360 ° mannequin and printed on cardboard to be cut out to create a sort of three-dimensional display.
The silhouettes of man they are experimental with garments designed as perfect circles, hybrid outerwear that combine the coat with the trench coat, braided leather tops alternating with long shirts shaded and pleated with the Shibori technique; knitwear takes 3D shapes mixing different processing techniques. In the women’s collection, short bell-shaped dresses and knitted tubulars alternate with tailored suits decorated with long colored fringes; heavy outerwear, in wool and sheepskin, with light foulard dresses.
With the same three-dimensional construction mechanism are presented the new Loewe bags including a pineapple shaped bucket while the shoes they are photographed on a collection of postcards. Sunglasses, with showy acetate frames, are printed in real size on cardboard and wearable thanks to a hole positioned in the center of each lens.
The other compartments in the Loewe Wonder Box really contain everything: come on fabric samples used for the collection, a a real pattern of look # 23 designed by Jonathan Anderson, up to a pop-up book that acts as an imaginary catwalk for looks to build in 3D, and a paper turntable to listen to a vinyl with the voice of Dr. James Fox.
Sunday 12 July 2020, on the occasion of Paris Fashion Week, Jonathan Anderson will talk about the new collections through a series of talks on Loewe social channels, in a programming of digital appointments that for 24 hours will touch the time zone of Beijing, Paris and New York, involving artists from all over the world.
Starting from 09:00 in Beijing, until 20:00 in New York, on the loewe.com website and on the Instagram profile @loewe, among others, the photographer and art director Aidan Zamiri, the singer Adam Bainbridge, the musical artist Park Jiha, the origami artist Shin Tanaka, the artisan of the leather weaves Idoia Cuesta, the pianist and producer Mathis Picard , the artisan Loewe Cecile Losada, the harpist Ahya Simone, the American band Starchild and the New Romantic and the English band ANZ.
Jonathan Anderson will speak several times during online programming. at 12:00 (Italian time) the designer will present the key looks of the Loewe collection man, and during the 24 hours he will meet the actor Josh O’Connor, the artists Igshaan Adams, Diedrick Brackens, Anne Low, Josh Faught and the photographer Tyler Mitchell.
Full details of the program on the loewe.com website.