Intimate encounters

LOEWE launches first fragrance under creative director Jonathan Anderson
By Joey Levenson | Fashion | 8 September 2016

Loewe’s creative director Jonathan Anderson continues to expand the brand’s reach by introducing his first fragrance under the LVMH-owned label.

In lieu with Anderson’s Loewe output so far, the fragrance takes on a simple yet dynamic approach. You can expect to find the fragrance divided by gender, with both products titled under “001”. The scent takes inspiration from intimate encounters and “the morning after.” But instead of the usual feelings of regret and despair, these mornings are rooted in “purity and uncertain promise.”

According to the brand, LOEWE 001 will have a register of tangerine, bergamot, and sandalwood. For the ‘Woman’ product, you can expect to find a Jasmine and Vanilla finish, whereas for the ‘Man’, there will be undertones of cedar and musk.

We already know Anderson is a fan of taking inspiration from mixed-media, so Loewe’s choice to use the photographic artwork of Karl Blossfeldt on the packaging seems apt. Blossfeldt’s historical botanical images were already adapted in to the brand’s SS16 ready-to-wear collection.

“This is a very personal project for me,” Anderson explains, “I [want] the fragrance to feel credible, an organic extension of what LOEWE stands for today”.

LOEWE 001 ‘Woman’ and ‘Man’ will be available to purchase at regular perfume outlets later this Autumn. 

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