Loewe, the iconic fashion brand founded in 1846, has managed to stay far from the label of “outdated” despite its long history. Under the direction of Jonathan Anderson, who became the creative director in 2013, Loewe has evolved into one of the most exciting and innovative names in fashion.
Over the past year, Loewe has expanded on existing partnerships and introduced several exciting collaborations. The brand’s fifth collection with On Running featured sneakers, outerwear, and technical apparel, alongside a new joint logo. Loewe also took inspiration from Jonathan Anderson’s costume design work for Luca Guadagnino’s film Challengers to create a capsule collection based on the movie. Most recently, the brand outfitted the lead actor in Guadagnino’s Queer, Daniel Craig, for its Fall/Winter 2024 campaign.
Loewe has cultivated a diverse and loyal fanbase, ranging from anime enthusiasts to fashion icons like Anna Wintour. The brand’s secret to success lies in its witty and accessible tone, which shines through in its marketing. A prime example of this is the “Decades of Confusion” campaign from March, where actors Dan Levy and Aubrey Plaza humorously navigate the correct pronunciation of Loewe (low-ev-ey). The campaign went viral, amassing over a million views on YouTube, with behind-the-scenes clips on TikTok reaching more than 10 million views.
Loewe’s ability to attract both A-list celebrities and cinephiles is matched by its commitment to supporting artists in fields beyond fashion. In 2024, the Loewe Foundation awarded its prestigious Craft Prize to Mexican ceramic sculptor Andrés Anza. During the ceremony, Anderson highlighted the brand’s dedication to craftsmanship, noting that “this is where our modernity lies, and it will always be relevant.”
Loewe’s continuous reinvention, through both fashion and its support for the arts, showcases its ability to stay relevant and connected to its audience, even after nearly 180 years in the business.
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