Loewe’s Jonathan Anderson doesn’t like digital fashion shows. Here’s what he does instead
- This month Loewe sent a 64-page newspaper printed with pictures of its new collection to recipients worldwide in collaboration with major newspapers
- Anderson says he owes a lot to Asia as the market supported him well before ones in the West; Japan was the first to buy his label’s designs
It has been more than a year since designer Jonathan Anderson, creative director of Spanish leather-goods house Loewe and founder of London-based label JW Anderson, last held a fashion show with a live audience.
As a result of the coronavirus pandemic, designers like Anderson have had to come up with new ways to present their creations. Most brands have resorted to digital formats, which mainly consist of audience-free runway shows or lavishly produced videos.
Anderson is not a fan of digital shows, which have already started to feel old to editors, buyers and industry insiders who are experiencing a great deal of screen fatigue after months spent glued to phones and laptops.
The designer has been at Loewe since 2013, a remarkably long tenure at a time when many creative directors leave their jobs after a couple of years. He has turned what was once a stale and dormant Spanish house into one of the most successful labels of the LVMH group.
