A decade behind a LOEWE exhibition

When a brand is ready to take off, it will undoubtedly do so.

From its origins in the pre-leather workshop days of 1846, through its role as an appointed supplier to Spanish royalty at the turn of the 20th century, to its contemporary identity, the exhibition features a series of landmark pieces, including early bespoke leather goods and the first versions of iconic handbags. It also includes architectural models. The exhibition features rare archive photographs and advertising films, as well as artworks from Pablo Picasso and Spanish filmmaker Almodóvar, which highlight the brand's status as a historic luxury brand. Previously, the brand's foundations had been relatively weak, but at this point in time, it was necessary to reiterate to the market. Over the past decade, however, Jonathan Anderson has concentrated on developing and expanding the brand's contemporary image.

In the current market, LOEWE has identified craftsmanship as a key differentiator.

Jonathan Anderson's Crafted World is a tribute to the craftspeople around the world who dedicate their lives to making things by hand. The exhibition offers insights into the workshops and the various stages of the design process. The "Decoding the Workshop" section provides an exclusive behind-the-scenes look at the brand's iconic handbag design process. It showcases the various stages involved, including the tools and techniques used for hand cutting and the extensive sample testing required.

LOEWE has not traditionally been a prominent competitor in the luxury market. However, the brand's ten-year gestation and accumulation of resources has positioned it for success. Many believe that the rebirth of Spanish luxury brand LOEWE was completed a year or two after Jonathan Anderson's arrival in 2013, but this is not the case. Looking back today, it was a decade-long reinvention.

LOEWE was one of the earliest luxury brands to undertake a complete brand revamp, a strategy that was widely discussed at the time. This approach has since been borrowed by many brands, revitalising long-established brands with an almost decidedly youthful perspective through the hands of geniuses who changed creative direction, brand image and merchandising innovations.

Triumphs do not occur instantaneously. Following the initial breakthrough, the brand experienced a period of relative stagnation. However, this was the point at which LOEWE commenced the second phase of its reinvention, a contemporary enhancement of its internal culture. Jonathan Anderson's leadership has enabled LOEWE to become one of the few brands that successfully combines the fun with the highbrow, the commonplace with the profound. These seemingly contradictory descriptions have enriched the brand's character and given it the potential to continue to evolve and upgrade.

A contemporary luxury brand should be designed to appeal to a broad audience, offering a range of products and services that cater to different needs and preferences.

The brand must convey a fantasy world that is aspirational, where luxury is accepted as a business. LOEWE's creativity is driving brand growth, with the company topping the list of the world's hottest brands in the second quarter of last year. The vest with the LOEWE Anagram logo was named the hottest item by Lyst. Furthermore, the brand was also ranked as one of the world's top brands in the third and fourth quarters.

This is a clear reflection of the logic of the luxury industry. The brand's customer base includes those who purchase runway pieces, those who encounter the brand through the Anagram logo vest, and those who first engage with the brand through an exhibition. Collectively, these individuals represent Hal's Moving Castle, a community of brand ambassadors who contribute to the brand's growth and success.

It can be said that LOEWE has spent ten years establishing its identity, both commercially and culturally. LOEWE has built its reputation on three key principles: a commitment to "craftsmanship", a focus on brand uniqueness, and a dedication to following its own rhythm. By consistently delivering on these values, LOEWE has been able to gain momentum at the right point in time, which is the inspiration that LOEWE brings to the industry.