The Spanish fashion house has unveiled its new look. Under the direction of Jonathan Anderson, the firm’s new creative director, Loewe has refreshened its identity and packaging mixing the past, present and future of the brand.
The Spanish fashion house has unveiled its new look. Under the direction of Jonathan Anderson, the firm’s new creative director, Loewe has refreshened it’s identity and packaging mixing the past, present and future of the brand.
They dared mess with the hallowed past! Really? Indeed. But according to Jonathan Anderson, this ‘reinterpretation’ has enough elements to defend its loyalty to the Loewe spirit founded in 1846.
“I wanted to reduce the logo and just clean it off. It was just a redrafting really – we wanted to keep it similar but make a subtle shift for the next phase. I already loved the ‘O’ in the Loewe; it really draws you in. We worked with M/M Paris – who I think are geniuses – for the typography and design. This is the first step in a global plan, just making changes where relevant to the brand.”
A selection of the house’s logos from 1900 to 1970. Source: http://www.wallpaper.com
The new logo is inspired in German-born British typographer Berthold Wolpe, referencing the German roots of Enrique Loewe Roessberg, whose name came to identify a cooperative of Spanish leather artisans in the mid-19th century.
For the famous anagram, originally designed in 1970 by Spanish painter Vicente Vela and based on branding irons used to mark cattle and leather skins, the team studied branding irons from all around the world and presented an adaptation of Vela’s artwork, with a lightness to give it a more contemporary feel.
Packagings have been redesigned as volumes that remind us of library tomes, in a new smokey white Humo color.
Its complete new face will be officially introduced at the menswear presentation later this month. We can’t wait to see what Jonathan Anderson will bring next to the brand.
Are you loving the new contemporary path the classic Loewe has taken? Share your thoughts…
