The Spanish luxury fashion house opted to think inside the box for its latest showcase
The quarantine has forced designers to get creative in creating presentations outside the traditional runway show format. For Spanish luxury house, Loewe, this meant presenting its Spring/Summer 2021 men’s collection as a show-in-a-box: A classic archive box, with internal dividers. Loewe’s Creative Director Jonathan Anderson came up with the idea of this innovative approach as a response to the singular times in which we are living. Drawing inspiration from Marcel Duchamp’s Museum in a Box, the show itself is fitted in a box, portable and invites spectators in a unique form of interaction.
The box opens with a letter from Mr. Anderson himself, followed by an inspiration booklet. Key looks and bags are offered in boxed format for a 360-degree view, including bird’s eye, while the full look books are printed in paper blocks. Shoes are photographed as postcards; sunglasses are printed on perforated paper for pop up and try on. The box also includes the color palette and samples of fabrics used in the new collection. There’s a downloadable pattern of one of the key pieces and a portable cardboard record player that allows reproduction of the soundtrack, registered at the Loewe Getafe Factory with voice over by Dr. James Fox.
Loewe SS21 men’s collection plays on a story of curves, swings and loops that skew the hard edge. “What goes around comes in rounds.” Jonathan Anderson keeps the playfulness embedded in each item; he keeps the flux smooth and the touch soft. Volumes slide, while cuts and textures are juxtaposed and mixed to get the curve around. Abstraction swoops with utilitarianism, matte with shiny, ribbed with raffia. Jolliness is poised in flow. Layered volumes and textures showcase Loewe’s ongoing celebration of craft and accentuate the circular movement.
Loewe also unveils the brand’s new website, in time for the Spring/Summer 2021 presentation. It offers an enriched and engaging browsing experience with full screen imagery, videos and interactive elements.
SHARE THIS ARTICLE