Fashion

Loewe has unveiled its new advertising campaign for SS15, the first under the artistic direction of Jonathan Anderson.

The launch aligns with the release of the designer’s first collection for the LVMH-owned heritage house, shown yesterday  morning in Paris, and aligns with Anderson’s reconfigured approach by connecting and reconstructing historic and contemporary references. The creative was envisioned by design duo M/M Paris who also worked with Anderson on the recent overhaul of Loewe’s brand identity.

Archival pieces are featured in the campaign, alongside key pieces from Anderson’s new collections for Loewe. Meanwhile, the second visual component looks to images from ‘An Interpretation’, a fashion story produced in 1997 by Steven Meisel for Vogue Italia inspired by the work of American painter Alex Katz.

This reference is one of the strongest that came into play for Anderson in envisioning Loewe’s new chapter, a process which has so far worked to balance past and present with the designer’s future vision.