Loewe 1846-2015 Past Present Future

“We started working with Jonathan Anderson before he was officially appointed as Creative director of the brand in 2012, helping him to shape the project and redefine how the brand could operate in the contemporary landscape. Apart from redesigning the brand identity and packaging, we created a brand platform and communication tools to feed today’s needs, tested many formats and created many campaigns that changed the paradigm of fashion advertising, by repurposing fashion images that were already existing, or by addressing every object or product that LOEWE will produce as a cultural artefact, whether it is a dress, a wallet, a book or a magazine. This was a key point when we built the strategy for LOEWE, stating that we had to replace the notion of ‘heritage' with the notion of ‘culture’ in the positioning of the brand.

Our very first campaign used existing fashion images taken from a 1997 Vogue Italia editorial story shot by Steven Meisel and styled by Joe McKenna. This story was inspired by the paintings of Alex Katz and were for us and Jonathan a relevant starting point for the brand: we look at fashion from a cultural perspective, we share our references, and we represent them captioned as if they were featured in an imaginary museum." - M/M (Paris)