Bags, buzz, and bonkers campaigns—Jonathan Anderson bows out after 11 years at Loewe, leaving behind a craft-spun legacy.
Jonathan Anderson has officially hung up his Loewe hat, closing the curtain on an eleven-year tenure at the Spanish house-turned-global fashion phenomenon. During his time, he cemented Loewe as a culturally charged, forward-thinking force—honouring the brand’s legacy and deep-rooted craftsmanship while injecting a much-needed sense of fun back into fashion. And as we eagerly await what’s next on the designer’s cards (you know, we know, they know…), we’re taking a trip down memory lane to relive the most bonkers, breathtakingly brilliant moments of Jonathan Anderson’s reign!
Spring 24 Pre-collection Featuring Maggie Smith
Through the wonderfully unfiltered lens of Juergen Teller, the Loewe Spring 24 Pre-collection captured your not-so-typical polished high fashion campaign. To see Dame Maggie Smith, the Downtown Abbey legend amongst the collection, was a true moment of magic. Teller’s photography, in almost a scrapbook feel, added a layer of raw, unfiltered magic, a world of “warped realism”. Of course, it’s all underpinned by Loewe’s signature blend of craftsmanship and playful design – what’s not to love?
When Loewe Met Rihanna
We’ve got to talk about this iconic Loewe moment. Rihanna graced the 2023 Superbowl stage in Loewe, a fashion fairytale spun from red leather and pure fierceness. A declaration of her return, and, oh yes, of a sweet baby on the way! Donning a billowing poppy red aviator suit, with a sculpted breastplate, a truly unique piece that captured the eyes of the world. The layered flight suit, a cascade of fabric, created a sense of dynamic movement, considered the Barbadian singer did a full 13-minute dance performance in it. Through Anderson’s vision and filtered through Ri-Ri’s magic, this was a reminder that fashion can be a force. It was a Loewe moment, a Rihanna moment, and a Super Bowl moment for the ages.
I Told Ya: Loewe’s Press Tour Wins
Let’s volley our way through the whirlwind that was the Challengers press tour, the looks that served up more than just aces. The gorgeous Zendaya, our style princess, conjured looks that were pure Loewe magic; tennis ball heels and the real star of the show, the “I Told Ya” T-shirt. Emblazoned with a vintage graphic, the shirt echoed the films deliciously complex dynamics. It wasn’t just a garment; it was a meme and a cheeky wink to those in the know, these brand codes that have been created, rooted in craft, will live on as his legacy. Josh O’ Connor and Mike Faist joined the sartorial rally, each bringing their own Loewe spin to the court with playful knits, and tailored perfection. It was a stylish trio, a fashionable threesome, each serving their own unique brand of Loewe cool.
Beyond the Bubble: Balloon Dress
Let’s inflate our imaginations and float away with Loewe’s balloon dress, a wonder that defied gravity and redefined couture! A wearable surrealist sculpture that rendered exquisite detail. Clinging to the body, creating a silhouette that was both ethereal and utterly unexpected, this viral maxi mesh dress was worn by the likes of Kendall Jenner and Emma Corrin. Displaying Jonathan Anderson’s ability to transform the ordinary to extraordinary, it was a reminder that fashion can be a playground, a canvas for boundless creativity.
Puzzle Bag of Wonders
A veritable Rubik’s Cube of chic, the Loewe Puzzle bag. Bursting onto the scene in Loewe’s S/S 2015 collection, this structural sonnet is a puzzle you’ll want to solve. A top handle treasure, where origami meets leather, a symphony of precisely cut panels that fold and unfold – a bag that transforms, adapts, and evolves with you. Whispers of hidden compartments, secret pockets, a delightful surprise waiting to be discovered. From neutrals to vibrant hues that pop like confetti, it’s a bag that reflects your mood and personality, becoming a brand staple. And then, as the frosty winds of A/W 2023 swept in, the glorious Puzzle tote arrived, a grand gesture to the bag’s ever-evolving magic.
Loewe Met Gala 2024 Reign
The Spanish luxury brand dominated the 2024 Met Gala. Not just a sponsor, but the grand orchestrator of the night’s magic. Seventeen stars shimmered in bespoke Loewe creations, including the iconic Anna Wintour in her classic floral look, perfectly capturing the “Sleeping Beauties” theme. As well as the luminous Greta Lee in a sculptural, delicate gown, and the ethereal Ariana Grande in a pearl-encrusted dream. The Met had Jonathan Anderson working over-time, creating an atmosphere of enchanted elegance that resonated throughout the event. And then, as the night deepened, Loewe transformed the after-party into a mystical garden where fantasy and fashion fused. It was a full-blown Loewe takeover.
The Cheeky Charm of Loewe’s S/S 25 Campaign
Doing ads like no other in the industry, Loewe’s Spring/Summer 25 campaign not only featured unexpected stars like Ayo Edebiri, Drew Starky, and Richard Gadd, but medieval knights, scuba divers, body builders, and more. The casting was outside the norm, being so accustomed to seeing one celebrity ambassador at the forefront of campaigns, it was a refreshing take on high fashion advertisement. And just when we thought the visuals couldn’t get any more bizarre, Loewe treated us to comical TikTok snippets, showing this campaign wasn’t just selling clothes; it was selling the beauty of Loewe and its pure cheekiness through the quirkiness of advertisement.
L.O.E.W.E’S Spelling Bee Bonanza
Jonathon Anderson gathered us round for a giggle for his “Decades of Confusion” short film. A two-and-a-half-minute video of wigs, buzzers, and wrong answers. This Loewe-laced extravaganza, a theatrical special where the word “L.O.E.W.E” becomes a hilarious battleground. Dan Levy, our exasperated judge, and Aubrey Plaza, our ever-transforming contestant, lead us through a time-traveling adventure of sartorial silliness. Each era is a riot of Loewe looks, from the iconic Amazona bag to the car dress, all topped with Michelle Ceglia’s wig wizardry. It’s a tongue-in-cheek romp, a playful jab at the brand’s famously tricky pronunciation, a delightful dose of self-aware absurdity. This short film was distinctly Loewe; a blend of high fashion, high comedy, and chaos. A comedic reminder that even the most prestigious brands can have a laugh at their own expense.
Loewe in a Pocket: Runway Dreams Delivered
Imagine a treasure chest, a miniature theatre of dreams, a Loewe show, but pocket sized! That’s the magic of Loewe’s “Show in a Box”, bringing the runway to your very fingertips. A curated experience through Jonathan Anderson’s creative mind, presenting miniature garments, swatches of sumptuous fabrics, and sketches that gave us a peek behind the curtain. The Show in a Box wasn’t just about seeing the clothes; it was about feeling them, understanding the textures, colours, the very essence of the collection. A personal invitation to explore the world of Loewe. It playfully rebelled against the digital deluge, a return to creative ideas, and reminding us that this industry is not all about the visuals. Who wouldn’t want a tiny, precious, Loewe world delivered right to your door?
The Loewe Foundation Craft Prize
An endeavour that Jonathan Anderson holds dear, keeping craftsmanship at the centre, he created the Loewe Foundation Craft Prize in 2016 to support and give visibility to vanishing crafts. “One of my proudest achievements”, he declares, “is launching the Craft Prize”. It’s a stage for the unsung heroes of artistry, a platform where “vanishing crafts, young makers, old masters, and new ideas” find their voice. Created in 2016, the prize proves that Anderson’s vision extends beyond fashion, crafting a landscape built on trust and generosity. In Anderson’s departure message via Instagram, he states, “We created a platform that genuinely supports and gives visibility”.
A/W 2024 Paris Show
A notable moment from Anderson was the Loewe A/W 24 show, which unfolded like a dream within a dream, inspired by the works of American artist, Albert York. Agriculture-inspired silhouettes, countryside chic with a Loewe twist, paraded down the runway. Roses, daisies, tulips, they blossomed on dresses, shirts, and ballooning trousers. While eagles, dogs and bird manifested in furry fabrics and sculptural forms. While perhaps a touch more subdued than Anderson’s usual vibrant explosions, this collection was a peak into the artists soul. The show became a journey to the heart of Loewe’s creative universe.
