Why is everyone wearing LOEWE?

The Spaniard brand has everyone looking up not only how to pronounce their name but where they can buy the latest Loewe bag from. Creative Director Jonathan Anderson has everyone from the red carpet in Hollywood to the streets around the globe wearing Loewe.

The History

You may be wondering where all the sudden spark from Loewe has come from?
Although the brand was established in Madrid in 1846 its recent popularity has sparked from a change in creative direction from Johnathan Anderson in 2013.
Founded by Spanish leather craftsmen and a German Enrique Loewe y Roessberg, the brand is a historic fashion house that has been around for decades.
In the 1970s icons such as Giorgio Armani and Laura Biagiotti designed Loewe’s womenswear as they expanded beyond just bags into fashion and perfumes.
However, in 1986 LVMH bought the rights to Loewe’s international distribution and shortly a few years later in 1996, LVMH acquired Loewe entirely. It was only in 1997 that Loewe had its first fashion show in Paris Fashion Week under new creative director Narciso Rodriguez at the LVMH headquarters. During the reign of Stuart Vevers in 2008-2013 the focus was turned less on fashion and ready-to-wear and more on handbags thus the reason for the brand resurfacing now under the reign of Anderson. With growing popularity amongst the collaboration with Beyonce during her 2023 iconic Renaissance tour, Loewe hasn’t been able to keep out of the public eye. The Brand just opened a store on Rodeo Drive in 2022 and they have three other locations within the states including New York, Las Vegas, and Miami.

The Style
It is no surprise Loewe is bought by LVMH because you can spot the lingering of the brand laced throughout every collection. Loewe is what I would describe as minimalist and futuristic, as their ready-to-wear collection of spring 2024 really shined the light on what the future of fashion entails. As we move forward in fashion we will see more brands like Loewe incorporate the value of sustainability just as recently Pairs have banned the consumption of fast fashion brands such as Shien and Temu. Overall Loewe takes everyday youthful fashion and provides a bit of drama without being overbearing

Color And Message
Loewe’s use of color and structure is a key figure in the overall aesthetic of the brand. Loewe does an amazing job of its use of color by providing a gender-neutral tone to all of their pieces. I love the masculinity that shines throughout women’s wear. Anderson highlights a different side of womanhood as he challenges the usually common flowing delicacy we would normally see and combats them with extremely high-waisted trousers and pins as belts. These harsh metals and exaggerated male-dominated trousers evokes a new feel for women’s wear as he shapes the conversation around structure and neutral color, he begs the message of gender nonconformity. The beautiful photograph of Taylor Russell with her legs apart on a stool in these high-waisted trousers and a pink feathered masquerade mask as prop to me evokes the resistance to traditional femininity that we see presented in the media. This notion adds to the brand’s feeling of neutrality and progression within.

IN or OUT
Loewe is here to stay. It is only the beginning of what Anderson has in store for us, and I cannot wait to see where this brand goes.

Cheers!

-M