For the Loewe Fall/Winter 2018 collection, Jonathan Anderson chose to tell the story of a modern adventurer, inspired by her numerous trips around the world. This is no surprise as the Spanish label’s aesthetics have been the result of a thorough mix of influences for a few years. For this winter, the Northern Irish designer, who had chosen the UNESCO House to stage his show, mixed lace with knit, shearling, gabardine and leather. A multi-faceted silhouette highlighted by the brand’s desirable accessories, including the Gate bag that was reedited this season in XXS and tote formats. Beautiful promises.
The Loewe story began in 1846 when Madrid leather artisans decided to work together. Thirty years later, Enrique Loewe Roessberg, a German craftsman, founded the eponymous brand. Specialized in leather, the Madrid label began to be renowned around 1892, when it moved and started advertising its creations on large posters. In 1905, the brand established in fashion, after being chosen by the Spanish Royal Family as one of their official suppliers. The label, specialized in leather goods at the time, was first successful in Spain, before opening a shop in London in 1963. The brand then evolved rapidly. In 1970, Vincente Vela drew its logo, a tribute to the irons used to work leather. The same year, the label launched its first women’s ready-to-wear collection. In 1996, the LVMH group bought Loewe. In 1997, Narciso Rodriguez was appointed Creative Director and presented the brand’s first show in Paris the following year. In 2002, he was replaced by Jose Enrique Oña Selfa, then by Stuart Vevers six years later. In 2013, LVMH decided to bet on a promising young talent, Jonathan Anderson.
Jonathan William Anderson was born in 1984 in Northern Ireland. He initially aimed to become an actor. At the age of 18, he moved to Washington to fulfill his dream but quickly flew back home to study in the United Kingdom at the London College of Fashion, where he graduated in 2005. The fashion designer then launched his first men's collection under the JW Anderson brand in 2008. It was a success and initiated several collaborations with Topman, then with Topshop for a first women's collection in 2010. In February 2011, Jonathan Anderson presented his first women's ready-to-wear collection under the JW Anderson brand at London Fashion Week. The following year, he worked on another capsule collection with Topshop: stores were out of stock a few hours after its release. Donatella Versace then called on him to direct Versus, the Versace widespread collection. Jonathan Anderson presented his first line in June 2013. He reached the top in September 2013, when LVMH invested in his brand and promoted him Creative Director of Loewe. Two years later, Jonathan Anderson became the first designer to receive simultaneously Menswear and Womenswear Designer of the Year at the British Fashion Awards.