Styling of Benjamin Bruno, Lexi Boling as a model and Steven Meisel behind the camera, help Anderson show through this series of pictures how to understand and how the Spanish house wants to reflect the multifaceted direction it is taking in recent months.

Loewe New Campaign

The campaign consists of three types of images, first, a series of photos with striking silhouettes that show a preview of the upcoming season. The latter are again from the Steven Meisel photo archive. They are images photographed a second time to Loewe under the name of “Self portraits”. Anderson considers the American photographer a fundamental part of the firm and helps raise the legendary Spanish firm to the next level.

In addition, the images highlight the evolution from classical artistic convention to the trends that prevail today. Self-portraits are undoubtedly the most personal part of the campaign, capturing moments where nothing is prepared, snapshots that come from nowhere, precisely what Anderson wants to capture in each of its parts.

Loewe Puzzle Purse

In this campaign, Meisel shows himself posing with several parrots in an unidentified place and date, which is not the usual for this photographer, to make us see that we are not without a past, that man progresses in terms of lived experience, and especially the moments that we remember the place and date best survive in our memory.

Loewe Parrots

The campaign reflects perfectly the bold character of Loewe under its new management, as part of the reinterpretation of the past to define what today is considered modern. Hence, the perfect juxtaposition of images that make up the universe of ideas and creation, connecting the past and the present to create a future.

Loewe Sport

New Loewe

For the new Loewe, pay attention to the following points:

First things first. The first news we’ve had is that Loewe wanted to turn around its international fame after a blunder in the past. So the creative director of the firm, JW Anderson, has prepared a series of changes, including the amendment of the logo.

New Logo

The new Loewe logo has been designed by M / M Paris studio. It is more minimalistic, modern and has been inspired by the work of typographer Berthold Wolpe. The change could be coming in the boxes and the flagship brand parts such as Amazon or Flamenco bags. However, one of the most precious treasures now comes with the new Loewe luxury Sport.

New Loewe Sport Perfume

News about Loewe are not only substantial changes in its image. We have known the creation of the new perfume Loewe Sport, which becomes the first men’s sport fragrance. A step forward in the modernization that JW Anderson has in mind for the firm.

Loewe Sport Perfume

Beyond this, Loewe sponsors an exhibition entitled “Heroes of Spanish sport” in collaboration with EFE and the Sports Council. A photographic portrait of Spanish elite athletes who have crossed the borders to become some of the most recognizable athletes throughout the world.

What do you think of the new Loewe Luxury Sport?