Jonathan Anderson walks us through Loewe's spring 2021 menswear and pre-collection womenswear 'show' produced as a box of tangible, ephemera.
Many have interpreted these digital Fashion Weeks to be a venue for exclusively online content. At Loewe, Jonathan Anderson is fusing a 24-hour day of livestreaming with a very offline dossier, delivered to friends, collaborators, and the press, that details every aspect of his spring 2021 menswear collection. The 10-pound box is arranged as a file index, with 12 dividers that begin with “A Letter From Jonathan Anderson.
“I think [people] imagine me…off in a high tower, trying to be elusive and creative, but in the end it is a continual dialogue with all levels,”, when he opened Loewe’s first New York store and reflected on his career in fashion. Today, the importance of his dialogue with the world is even more clear and present, and it takes center stage for Loewe’s latest collection display. Here, the creative director discusses his upcoming events and the importance of “an element of ephemera.
Something I’m noticing more in fashion over this time is a willingness to show the work—pull back the curtain a bit, show how things are made, who makes them. It’s always been a core tenet of Loewe, but how has having the digital experience allowed you to do that even more? Do you feel the relationship between JW Anderson and Loewe blurred a bit more this season? I’m thinking of both shows coming as boxes and theWhile there are similarities born out of a unique situation, I feel this actually allowed us to highlight the differences between the two brands—even within such a unique situation. For me this medium showcased their unique voices.
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