As a new exhibition on Loewe opens in Shanghai, Jonathan Anderson talks about injecting the Spanish house with fun and humour, working with artists, and building a “cultural brand”
Across those rooms was a visual display of the vast diversity in Anderson’s choices – just as he’d expected with the clothes – but each was connected by a sense of levity and rebellion. “In the very beginning, all the stores had arts and crafts furniture in them – a lot of it was William Morris,” Anderson said. “And I really do believe in the philosophies of William Morris – I think that as much as he was a traditionalist, he was a bit of a radical.
” That levity is not simply down to Anderson’s own proclivities but, in fact, was a core of the label that he set out to exhume. “When I joined Loewe it was very bourgeoise, very tight as brand. It had crippled itself somehow through the idea of being a luxury brand. But when I started looking into the archive – and from my own experience of Spanish culture – I there’s so much fun in Spanish culture, there’s a lightness. It’s very different from the French, the German, the Brits.
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