Written by Adam Bryce
Spain’s Loewe take inspiration from the art world for innovative ways to showcase their new collections.
Loewe’s creative director, Jonathan Anderson, isn’t regarded as one of the greatest fashion minds of a generation for no reason. And, like everyone else this season, Anderson has been forced to find innovative ways to present new collections.
Social distancing and travel restrictions have put an end to traditional runway shows (for now, at least) and, while digital seems to be the most popular replacement for the runway format, Loewe found inspiration elsewhere. From French-American painter Marcel Duchamp, to be exact, and his 1940s ‘museum in a box’ concept.
Loewe have created their own iteration — ‘show in a box’. The concept literally collates all the sensory elements of a fashion show into a box, from the soundtrack right through to a view of the collection itself. Not just a physical gift sent to the usual fashion show buyers and press, the online offering allows the general public an insight into the entire creative process.