mylifestylenews

2014-06-09

LOEWE @ New Branding By Jonathan Anderson


CAUTION!!! 
Watch out for this new identity......Under the creative direction of Jonathan Anderson, craft, innovation and an unparalleled knowledge of leather, the values at the heart of LOEWE since 1846 are being reconfigured with an injection of modernity and cultural awareness. Anderson was born in Northern Ireland in 1984 and studied at the London College of Fashion. In the years since, he has emerged as one of the leading designers of his generation, earning both critical acclaim and commercial success with the collections he designs for his own label, J.W. Anderson. Under Anderson’s helm, LOEWE embarks on a timely interpretation of womenswear, menswear, accessories and lifestyle items, becoming the first brand of its kind to acknowledge that, today, fashion is part of the cultural landscape and the first luxury house to actively incorporate the notion that there is nothing more exclusive than culture. A brand with a focus on what is both useful and extraordinary, designed with a realistic approach and an uncompromising emphasis on functionality. An edit of meaningful items for different areas of life, as necessary as they are desirable, characterized by superior manufacturing, pure form and high grade, honest materiality.


Tactile, streamlined bags, exposing the natural qualities of leather through modern design. New takes on house classics, such as the Amazona and Flamenco bags, highlighting their softness and utility. A crinkled leather trench coat with a perfected silhouette, as well as a minimalist, ultra-light interpretation of the classic biker jacket. The best cashmere jumper conceivable, along with a tailored shirt that’s built to last. An essential blanket, as well as an iconic wood and leather chair pulled from the LOEWE archives and re-edited in striking new color combinations. All these items make up the foundation of LOEWE’s new universe.


In order to contain this world, Michael Amzalag and Mathias Augustyniak, the art and design duo of M/M (Paris), have created the new graphic identity for the brand. Logotype is inspired by German-born British typographer Berthold Wolpe, hinting at the German roots of Enrique Loewe Roessberg, who established the house by giving his name to a cooperative of leather craftsmen from Madrid. The famous Anagram, originally designed in 1970 by Spanish painter Vicente Vela, has been pared down to unearth its factual origin as a branding iron used to mark cattle and leather. Packagings have also been redesigned as volumes reminiscent of library tomes, in the new smokey-white Humo color.


Further cornerstones of the redefined new phase of the 168-year-old Spanish house will be the menswear presentation in Paris at the end of June, a new advertising campaign featuring works by Steven Meisel, as well as art-driven store concepts in key cities. All this and more belongs to the new, all-encompassing world of LOEWE. A foundation of what is right now, to be built upon, expand and become second nature: 
Past, 
Present 
and 
Future.