Men’s – Overstimulation. Loewe AW24

News. Fake news. Deep fakes. AI. Images. No one interprets the Internet – and contemporary (non)reality – like Loewe‘s Jonathan Anderson. We are bombarded with sensations, information, visuals, screens, all sorts of media, day-to-night. This over-stimulation was the designer’s key point behind the autumn-winter 2024 collection. Anderson reflects on how everything is leveled up today: celebrity culture, social media, pop culture, and art history, all forming one single collage. Fittingly, the collection was also inspired by the collage art of Richard Hawkins, who explores the male body and its representation in various cultural contexts. The new season offering challenges the notion of a uniform or a signature style, and instead presents a range of characters that embody different expressions of masculinity. The clothes combine classic elements of menswear with more casual and edgy pieces, creating a layered, spontaneous, even random looks. Some of the pieces were also attached to each other (like a couple of coats with sticking out layers of colorful shirts), reflecting the collaged reality we live in. The line-up also features Hawkins’ artworks, which are incorporated into the accessories and garments as prints, jacquards, embroideries, and embellishments.

However, what truly stood out in the outing was the runway setting. Hawkins collaborated with Loewe to create a series of 12 video collages that were displayed on large screens in the show venue, a white cube that evoked the stained glass windows of Loewe’s 1960s window designs by José Pérez de Rozas. The videos featured Loewe’s brand ambassadors (from Josh O’Connor to Jamie Dornan) along with elements from Hawkins’ eclectic sources.