LOEWE HAS FASHIONED A SPHERE OF INTRICATE REFERENCES AND UNIQUE AESTHETICS THROUGHOUT ITS EXISTENCE. NOW, THE SPANISH LUXURY HOUSE EXTENDS AN INVITATION TO ITS UNIVERSE.
A few months after celebrating the 10th anniversary of Jonathan Anderson’s tenure at Loewe, the house presents an exhibition dedicated to the world it cultivates. Despite not being the first brand to create an exposition devoted to its history, “Loewe Crafted World” stands apart from its predecessors. Far from being immersive propaganda, the retrospective, currently showcased at the Shanghai Exhibition Centre, is anchored in Loewe’s DNA, reflecting its undeniable ties to art, craft, and an idiosyncratic sense of fun.
A Loewe exhibit is more than expected, it's natural for a brand that is so closely aligned with the art world. Every season, Anderson collaborates with an artist as a starting point for his whimsical shows. Plus, the Northern Irish designer already has experience in curating - just last fall, Anderson oversaw “On Foot” at London’s Offer Waterman Gallery. This background feels present at the Loewe exhibit, masterfully blending the brand’s history, the depth of Anderson’s design, and its array of references.
Loewe’s 178-year history is condensed into six chapters, exploring its cerebral, yet compelling approach to fashion. From a room dedicated to its Spanish roots to the recent renaissance at the hands of Anderson, the creative director calls it “a homage to all the craftspeople around the world that have dedicated their lives to the handmade.” The tribute isn’t implied, it’s made clear through the brand’s commitment to preserving techniques and crafts that span centuries, perfectly illustrated in “Loewe Craft World”.
But it's not all seriousness. Loewe’s ability to juxtapose its longstanding legacy with a childlike playfulness is at the core of its undeniable success. Over its 1,600 square meters, the exhibit displays that dichotomy. Between Picasso porcelains and Beyoncé stage outfits, there’s plenty of time for suspended flower gardens or a pronunciation tunnel that squashes all remaining doubts on how to pronounce Loewe (the brand clarifies, it’s “LO-EV-EH”).
Even in the heart of China, the Spanish mission doesn’t feel foreign. After all, Loewe was one of the first luxury brands to invest in the Chinese market. Its first store in mainland China dates back to 2011 - a fact highlighted in the exhibition. Nonetheless, there’s no need to book a trip just to see the exhibit; after the 5th of May, “Loewe Craft World” is set to travel the world.
Words by Pedro Vasconcelos
