This season, LOEWE 202 1 Women's Spring/Summer Collection cooperated with artist Anthea Hamilton to put the show directly on the "wall". Different from the mini-landscape appreciation practice of the "show in a box" in the past, the "show on the wall" presents the display content in the Grand Venice Exhibition Hall in Paris by means of paper media.
Paris Grand Venice Exhibition Hall
In order to close the distance between the viewer and the ready-to-wear, LOEWE also prepared a set of handmade suits containing many elements such as brushes, scissors, wallpaper, briefcase and so on.
The wallpaper in the handmade suit was designed by the artist Anthea Hamilton. Wave boots and small daisies inspired a unique visual experience in the interweaving of retro and modern.
Don't underestimate this small toolbox, it is not only a reorganization of fashion concepts, but also a brand-new exploration of fashion information transmission mode, breaking the traditional "catwalk" and "show-watching" single arrow direction and "passive" information acceptance mode.
The latest series of model posters are all of the same size, which can be assembled and fixed on the wall according to the creator's own wishes and become a unique art work.
Model guang Murray
Iris model method
LOEWE in the new season will dig out the deepest innovation, constantly expanding and extending the boundary between fashion and culture, and the difference between fantasy and reality with its unique style.
LOEWE/Jonathan Anderson
-A storyteller
Anderson is fashionable, handsome, blond and beautiful, and became the creative director of LOEWE on September 20 13. 20 14, together with karl lagerfeld of Fendi, Nicolas Ghesquiè re of Louis Vuitton and raf simons of Dior, served as the final judges of LVMH contest. He is the youngest of all.
Jonathan Anderson
It is precisely because he is young, cutting-edge, bold and unconstrained that he has injected fresh blood into LOEWE, remolded his soul and opened up a space for progress.
It is said that in the 16 professional personality test, Anderson achieved the result of ENTP personality. People with this personality are often very creative, always thinking of strange ideas and being good at solving different challenging problems.
Jonathan Anderson's workbench
All this was perfectly confirmed by Anderson. He transformed LOEWE's traditional and ancient aristocratic image into a trendy and modern young man, and enjoyed it.
In his mind, there seems to be a grand and colorful world, where stories hidden in art can be excavated and expressed in a poetic way. Jonathan Anderson, a storyteller for LOEWE.
As a teenager, Jonathan Anderson first came into contact with art from studying drama in Washington, USA. But in the process of studying, he found that he was more interested in clothes than drama, so he returned to London to study systematically. Although he changed lanes halfway, his knowledge of drama theory still influenced his design style.
Anderson once said that "luxury goods are no longer gorgeous products, but need to be personalized and full of cultural atmosphere". Therefore, broad silhouette and irregular symmetry have become common elements in his design. It seems that through these "unusual" places, the ideas behind the works he wants to tell can be more prominent.
1+ 1 is greater than 2. This season, he combined slightly childish printed patterns, oversize silhouette tailoring and female design, embraced the world in a personalized way-avoiding the world, and showed a series of dramatic playful silhouette costumes.
The unrestrained and free boys and girls seem to be performing gorgeous tricks under their wide clothes: spiral skirts, balloon sleeves, Klinlorraine skirts, wrapped tulle and huge knots are grasped or thrown up.
Expensive hanging flowers are accompanied by more curves, more folds and more flanging, and Anderson invisibly pulls ready-made clothes back to a more relaxed and exquisite track.
In Anderson's view, a good design must not lose interesting features and memory points that people can recognize at a glance. Since taking office, LOEWE has broken away from the gender definition of conventional clothing and created a brand-new neutral style.
Discussion on LOEWE SS 20 15 Gender Clothing Style
Contradiction and harmony, combining rigidity and softness, Anderson takes "people" as the carrier, making fashion arbitrary. It seems to have broken the identity exchange boundary of a single product, but in fact it is gradually blurring this boundary with design techniques such as mashup and integration. This season, this design technique is more clear and sensible.
Anderson showed the public that the so-called neutral style is not a cool style item. Instead, let the wearer integrate himself into a more comfortable design, regardless of other people's eyes, not to mention clenching his fist and deliberately announcing "who am I" to others.
LOEWE/ Renaissance-Retro and Origin
Renaissance is an indelible artistic inspiration produced in the dark ages. It is about creation and reflection, and it wants to recall the origin of humanism in the century of cultural interest.
If we can make an analogy, the so-called "Renaissance" is exactly what many designers pursue after experiencing a closed environment, and re-explore the essence of fashion in the new era background.
LOEWE released the theme music short film before the performance from the famous classical choir The Tallis Scholars in Spem, Arioux. The grand scene created by 40 voices is a classic polyphonic music of the Renaissance. Meticulous and complex harmony combines modern reverberation and distinct ancient music, and "plays" a grand retro carol in the ethereal unaccompanied sound.
In this spring and summer collection, LOEWE's faint retro flavor, unforgettable flying skirt and low-key luxury works all help the brand to build a complete "LOEWE aesthetic system".
Some people may think LOEWE's season is too dramatic and unrealistic.
But Anderson has his own theoretical system: "A complete program modeling is essentially the same as clothing. I don't want you to wear the same clothes as the show from beginning to end. This is a personal choice. " Obviously, being a LOEWE girl is not wearing LOEWE from head to toe, but being loyal to her own style.
LOEWE/ Cultural Utopia
-The combination of handicraft and art.
"1846, several leather craftsmen jointly established a cooperative in the center of Madrid, Spain, to make small leather products by hand. Subsequently, German leather craftsman Enrique Loewe Rosberg bought the cooperative and named the company after Loewe. Since then, LOEWE has officially entered the stage of a hundred years of history. "
LOEWE time-honored store
Enrique Loy Rosberg
The queen personally visited LOEWE's shop.
Compared with many luxury brands, LOEWE's story is monotonous and smooth, with less legendary ups and downs. Perhaps it is because of this purity that LOEWE adhered to the original belief in "handicrafts" during 174.
Its masterpiece "Puzzle Handbag" is made of 40 pieces of leather, and each piece of leather is selected according to the proportion of four thousandths. Even in today's mass production, faced with the pressure of orders, educational handbags are still produced by craftsmen in Madrid studio.
Educational handbag
In addition to adhering to the tradition of handcrafting, LOEWE is still interpreting the craft in a more elegant way. It regards artistry as an important part of brand tonality.
Not only did we set up the "Luo Yiwei Foundation Craft Award" on the basis of the "Luo Yiwei Foundation" in 1988, but we also cooperated with artists from all walks of life to give people unexpected freshness at all times.
LOEWE Craft Award Final Works
LOEWE and artist Anthea Hamilton
Cooperative clothing series "Pumpkin"
LOEWE 20 18 furniture exhibition project
Casa LOEWE flagship shop
Artist William Augustus de Morgan Special Series
Special series by artist MacIntosh
All LOEWE's exquisite and beautiful hand-woven leather pieces are from the hands of the Spanish local knitting master Idoya Danmianshan, and the layers of woven leather create a quiet and exquisite harmony in the space.
Maintaining a consistent brand style, LOEWE's focus this season is still to dig and reshape the brand classics. The combination of leather technology and silk is both rigid and flexible, with a poetic feeling of armor, refreshing but not abrupt at all.
This season, LOEWE and Idoia collaborated again to innovate the rattan bag, which is a square handbag woven from vines and leather. In the hands of Idoia, rattan elements not only create the original retro aesthetic feeling, but also mix and match with modern materials, bringing a peaceful and comfortable feeling to the public.
Flamenco handbag is a very pure handbag, and Anderson is determined to do subtraction this season to make it return to its original appearance 30 or 40 years ago.
Back to the classic Flamanco, the soft leather sets off the handbag with an extremely lazy style, and the knots hanging on both sides of the bag are one of the most recognizable decorative elements of the handbag. The bag is naturally folded with a drawstring, which is as light as a cloud.
Not only that, Anderson also tried a new bag shape this season-shell handbag. The design was inspired by the ceramic artist George E. Ohr, and the hole decoration on the shell bag was also inspired by George's unique craft.
If time is a luxury, LOEWE is definitely a real luxury. Precipitated by time, but never bound by time, without the obscurity and rigidity of the old tycoon, it is creating its own unique aesthetics with an extremely quiet force.
Ins/ Brand/Sina Weibo
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