J.W. Anderson thinks out of the box and unveils Loewe’s show-in-a-box concept to present the Men’s Spring / Summer 2021 collection – favoring the involvement of the spectator
This fashion week season’s presentations are shaped by innovation and the utilisation of digital mediums. The pandemic forces fashion houses to think out of the box and create a concept that transmits the collection’s message yet follows the pandemic social-distancing guidelines.
The Spanish luxury house LOEWE peaks out with unconventionality, not relying on traditions nor the digital runway mainstream. Under the creative direction of designer Jonathan Anderson, LOEWE has replaced the perception of a traditional catwalk show with the concept of a ‘show-in-a-box’, drawing inspiration from the Museum in a Box by Marchel Duchamp and adapting to the moment and impossibility of organizing a traditional fashion show.
The LOEWE multi-platform event is available for 24-hours taking, comprised of hourly digital releases on the label’s digital channels. «The thinking behind the show in a box came out of the situation we are all in. I did not want to go back into a show or digital presentation», says the Creative Director.
LOEWE’s Spring / Summer 2021 collection plays with the movement of garments. Everything turns, rotates, twirls. Abstraction meets practicality, opaque glitter, ribs raffia, in harmony. Balloon sleeves. Oblique buttoning. Side bands that exceed the edges in length. Textures that stand out and enhance the craftsmanship.
The Shibori technique – a Japanese artisanship, originated from India in 1300 and brought to Japan by Buddhism – is used to reproduce circular motifs on the garments. Basket weaver artist Idoia Cuesta worked on weaved leather corsets and basket accessories.
The show box favours an involvement of the spectator. Sent out to fashion editors and industry professionals around the world, it contains a letter from the LOEWE Creative Director, followed by a booklet with the collection show notes, unveiling the designer’s ideas behind the collection and the show invite.
«Time zones are a problem with fashion shows. That is why today is this 24-hour explosion of every aspect of this box». The box includes lookbooks of the men’s collection and the women’s pre-collection. Both printed on blocks of paper, photos of shoes become postcards; sunglasses are printed on paper with perforated edges allowing the viewer to detach the models and try them on. The included samples of fabric enable the spectator to evaluate the details of the garments. The box inside furthermore features one of the main collection pieces with diy instructions, as well as a three-dimensional print of the set, designed for the fashion show. A cardboard turntable allows to reproduce the soundtrack of the event, recorded in the LOEWE factory in Getafe. The show-in-a-box translates the language of a fashion show into a different format.
On the occasion of the presentation of the men’s collection and the women’s pre-collection Spring / Summer 2021, LOEWE launches the new website offering an engaging browsing experience accompanied by full-screen images, videos and elements inviting the user to interact.