LOEWE introduces its first fragrance under the creative direction of Jonathan Anderson. Rooted in the fresh, multi-faceted identity Anderson has built for the house since 2014, 001 represents the sensory expression of a character that’s both identifiable and novel, equal parts zeitgeist and invention. Departing from the idea of ‘the morning after’, the new scent, which arrives in stores now in two versions (‘Woman’ and ‘Man’), interprets the notions of purity and uncertain promise associated with the early hours following a first intimate encounter between two people.
LOEWE 001 ‘Woman’ blends an upper register of tangerine and bergamot and a sandalwood middle section with lower hints of jasmine and vanilla; ‘Man’ combines the same top and core notes with undertones of cedar and musk. Distinctive packaging for 001 features the photographic artwork of Karl Blossfeldt, whose botanical images were also adapted as prints in LOEWE’s SS2016 ready-to-wear collection for women. Capturing natural forms through the lens of art, Blossfeldt’s work distills the essence of LOEWE, a house founded on modern craft and pure creativity 170 years ago.
LOEWE’s new scent opens another chapter in the brand’s expanding universe, advancing its mission to connect culture across disciplines with an honest synthesis of art, science and craft. ‘This is a very personal project for me. I spent a lot of time working on it because it’s something I really believe in. Above all, I wanted the fragrance to feel credible, an organic extension of what LOEWE stands for today,’ says Anderson.