Back in September J.W. Anderson was appointed as the creative director of Loewe and now we have a look at his first campaign. It's a world away from their previous glossy shots of Penelope Cruz avec Loewe tote.
When Jonathan approached Steven Meisel to shoot the Spring Summer 2015 campaign he insisted that they use some of his archive images. The ads are built from a 1997 editorial in Vogue Italia starring Maggie Rizer and Kristen Owen, which are sentimental to J Dubs. Someone must be a fan of a #tbt.
“When I first came to Loewe, I saw that it doesn’t have to be all about fashion,” Mr. Anderson said in an interview with the New York Times. “In my own brand, I exercise fashion. If I’m going to be challenged in a different way, it has to be about a cultural landscape.” No he can't imagine a Spanish cultural landscape without espadrilles.
The ad features J.W. Anderson's reimagined Loewe logo, which is a swirly pattern as opposed to the previous clean branding. He explained to the New York Times: “When I started at Loewe last year, I was really thinking of micro, minimal branding, or that branding in general was maybe obsolete. Two years ago I was kind of scared of logos.” He added: “I’m not anymore. I realized people in Spain really love this brand, and it means something to them; it has a place in the cultural context.”
It's an important few days for J Dubs, because today he is showing his first mens collection for the brand at the spring 2015 show.