The 2010s: Jonathan Anderson’s Loewe


Believe it or not – I can’t! – but we’re heading towards a new millenium. So, how do you choose the most important collections, designers and labels of the decade? The ones that made an actual impact in the 2010s? Well, it’s not an easy task. It all began in September 2009 with New York’s spring-summer 2010 shows and ended when the autumn-winter 2019 haute couture shows wrapped in Paris. Few thousands of shows, by the way. There will be 19 posts (that’s really the only possible minimum!) reminding about the best – and if not the best, then strongly influencing – moments in fashion.

Jonathan Anderson‘s Loewe.

The most succesful brand rebirth of the decade? Jonathan Anderson’s take on Loewe,  so the story of a sleepy Spanish leather house becoming one of the hottest labels in Paris. Anderson’s vision for the label defines the role of a creative director: everything, from the campaigns (photographed by the designer’s favourites: Steven Meisel, Gray Sorrenti or Jamie Hawkesworth) and branding (revived by M/M Paris) to store interiors and inspiring, visual communication, must be consistent, garden-fresh and, simply speaking, beautiful. But Anderson’s Loewe also thrives thanks to its desirable, yet non-mainstream products. The “Puzzle” bag became one of those timeless it-bags without even one, shouting logo on it. The clothes fascinate with their incredible, artisan detailings. Loewe shoes are the fine balance of pretty and ugly. Eclectic accessories (like Dumbo ears hat or cat face necklace) and capsule collections that rotate around unexpected themes (the best-seller “Paula’s Ibiza” line; the tribute collections to Charles Rennie Mackintosh and William de Morgan). The designer often compares himself to a curator, when explaining his role at Loewe. And this metaphor really fits.

Collage by Edward Kanarecki.


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