Farewell to Jonathan Anderson from Loewe, following an eleven-year tenure.
Loewe's Transformative Decade under Jonathan Anderson
Jonathan Anderson's tenure as Creative Director of Loewe, spanning from 2013 to 2024, has profoundly transformed the Spanish luxury brand. Over this period, Anderson reimagined Loewe's identity, blending its rich heritage of meticulous leather craftsmanship with contemporary artistic and avant-garde elements.
Under Anderson's direction, Loewe's visual identity shifted towards a fresh, modern aesthetic that balanced tradition and innovation. He revitalized the brand by reinterpreting classic forms, integrating unexpected textile manipulations, and introducing new proportions in both menswear and womenswear. This rebranding effort helped Loewe regain its status as an "It brand" in the luxury fashion market.
Anderson's work often embraced childhood fantasies and a cultured playfulness, setting Loewe apart in the competitive luxury segment. He introduced several iconic products that have become synonymous with Loewe's renewed identity, such as the updated leather goods that combined craftsmanship with contemporary design innovation. The brand's bags and accessories gained heightened global popularity, becoming fashion staples heralded for their quality and creativity.
Notable figures from film, like Dame Maggie Smith, Sir Anthony Hopkins, Ayo Edebiri, and Richard Gadd, have appeared in Loewe's campaigns during Anderson's tenure. He also fostered collaborations with artists and cultural figures, which helped Loewe transcend traditional fashion boundaries and integrate more deeply into the contemporary art world. These partnerships enhanced the brand’s cultural cachet and public appeal, contributing to Loewe's commercial success with a reported fivefold increase in annual revenues during his leadership.
To celebrate his lasting impact, a large-format monograph titled 'Crafted World: Jonathan Anderson’s LOEWE' was published, documenting his decade-long creative influence on the brand.
Anderson's designs for Loewe included reworked versions of the Flamenco bag and the crossbody Gate bag. His S/S 2025 menswear collection showcased sharply defined tailoring with elongated feather headpieces, representing his interpretation of precision. The Puzzle bag, a top-handle style constructed from jigsaw puzzle-like slices of leather, was introduced in his S/S 2015 collection and became a commercial hit.
Anderson's tenure at Loewe has also seen the introduction of new product lines, such as fragrance, home scents, decorative objects, and a series of Salone del Mobile projects. He established the Loewe Craft Prize, which supports uniquely talented artisans and sets new standards for the future of craft. In 2024, Loewe hosted the "Loewe Crafted World" in Shanghai, exploring and celebrating craft past and present in all its forms.
In 2024, Anderson left his role as Creative Director of Loewe to take a historic creative leadership role at Dior. Pascale Lepoivre, Loewe's CEO, praised Anderson's contributions to Loewe, stating that he has built a rich and eclectic world with strong foundations in craft that will enable the House to thrive long after his departure.
During his time at Loewe, the brand sponsored the 2024 Costume Institute exhibition "Sleeping Beauties: Reawakening Fashion," dressing celebrities like Taylor Russell, Ariana Grande, and Jamie Dornan for the Met Gala. Anderson's debut collection for Loewe featured items like turned-up fisherman's trousers, striped knitwear, python espadrilles, and voluminous poplin shirts. His S/S 2022 show marked a turning point with a surreal approach, featuring balloon-shaped heels, enormous perspex flowers, and hammered-metal angel wings.
Anderson's collaborations with artists during his tenure included partnerships with Lynda Benglis, Richard Hawkins, and Anthea Hamilton. He also expanded Loewe's product range to include fragrance, home scents, decorative objects, and a series of Salone del Mobile projects. The ubiquitous Puzzle tote, introduced for A/W 2023, has further solidified the Puzzle bag's status as a Loewe icon.
Anderson joined Loewe in 2013, and during his tenure, the brand was transformed into a global player. His creative vision and innovative designs have left an indelible mark on Loewe, positioning the brand as a leader in the luxury fashion industry.
- Jonathan Anderson's reinterpretation of Loewe's identity included expanding into new product lines such as fashion-and-beauty products, home scents, and decorative objects, which helped revolutionize the luxury brand's lifestyle appeal.
- Under Anderson's leadership, Loewe gained prominence not only in the fashion world but also in entertainment and Hollywood, with notable celebrities like Taylor Russell, Ariana Grande, and Jamie Dornan featuring in Loewe's campaigns and red-carpet events.
