On Friday all the chatter in the front rows throughout the fashion shows was about the presentation that day of the first Loewe menswear collection by its new designer Jonathan Anderson.
In fact, Loewe was everywhere you looked. Those who have seen the presentation were carrying gift bags- emblazoned with the new Loewe logo- which housed the luxe lookbook of the collection. Posters of the new advertising campaign could be spotted on almost every street corner. And for those - and there were a lot of them - who fell in love with the look and feel of this new Loewe instant gratification was also encouraged. Fans didn't have to wait six months to get their hands on a selection of the pieces presented at the store's headquarters. They are already available on the house's brand new e-commerce website.
One editor, who will remain nameless, was overheard saying to the designer, "Not even as an editor, but personally, this is the man I want to be. You just changed my perception of the man I want to be." High praise indeed. But well deserved accolades none the less.
Anderson stripped Loewe back to its Spanish essence. Banning any artifice in favor of timeless pieces that still maintain a sense of bohemian modernity to them.
"When I think of Spain, I think about when I was going to Ibiza when I was younger," said the designer as he pointed out a raw silk top and a pair of jeans with wide cuffs that almost looked as if they had been pulled up so as not to get them wet in the warm Mediterranean Sea. "I wanted it to be a bit more free, and a bit more relaxed. Like with the bags, they are much softer, deconstructed," added the designer. Referencing the brand's classic Amazona bag which he returned to its original malleable incarnation in a touchy feely sandy suede.
The nonchalance of this line, with the helpful female staff looking as good in a light blue and white stripped top with asymmetrical button closures and front pocket as the male models, has a universal appeal. And if Anderson is able to stay the evergreen luxury course he has set out for the brand, he could quickly give Hermes a run for its money.