Loewe Disrupts the Digital Space for Its Spring/Summer 2021 Show

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Loewe transforms yet another catwalk into an interactive, immersive experience during the COVID-19 era.

In lieu of an in-person presentation, the acclaimed Creative Director of the Spanish house Jonathan Anderson embraces modernity with the adaptation of the label’s Spring/Summer 2021 collection for his Show-on-the-Wall concept. Throughout the day on October 2, Loewe and Anderson take to social media and Loewe’s website to unveil the brand’s latest pieces through the use of digital media and physical elements, such as wallpaper mailed to guests ahead of the live events.

With a focus on sculpted silhouettes found in garments and leather handbags, Anderson’s life size catalog-style posters take you inside the Creative Director’s mind while designing during lockdown. Emphasizing the arts and cultivating an imaginative perspective, Anderson’s latest collection aims to travel through the past, present, and future.

“When I was working on how we were going to put this collection together, I liked this idea that we would really delve into exploring the art of fashion,” Anderson said. “This collection glories the hand embroidered, the hand woven, the hand made.”

Blurring the line between fantasy and reality, Anderson’s new Loewe landscape aims to make us feel lost in the dreamland of clothing.

Similarly to the label’s Show-in-the-Box menswear presentation this past July, the Show-on-the-Wall events integrate film, fashion, and friends of the house for a digital deep-dive into Anderson’s inspiration and creative process while adding elements of a paper show.

The event kicks off at 9 a.m. CET with a musical performance of Thomas Tallis’ Spem in Allium, the show’s soundtrack, by artists Kindness, Robyn, Hanna Benn, Mathis Picard, and Vuyo Sotashe. A presentation by Anderson rounds off the morning as the minimalist designer walks through each printed poster look of his collection.

The afternoon is filled with film– beginning with Akimbo Stylee, a documentary on the works of Anthea Hamilton and Du Samedi a Mardi, a behind-the-scenes look at the Show-on-the-Wall photoshoot.

To round out Loewe’s programming, Anderson sits down with muse and friend of the house Kaia Gerber to discuss the day’s events and the label’s non-traditional runway concept.

Watch Loewe’s full Show-on-the-Wall presentation on October 2, 2020 beginning at 3:00 a.m. Eastern Standard Time on Loewe’s Instagram and Loewe.com.


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