Jonathan Anderson keeps racking up the accolades.
: When I first did the pitch to Delphine [Arnault], the concept that I came up with…was that luxury had died and ultimately brands had to become cultural brands. So how do you put culture at the forefront of brands? That’s why we started the Loewe Craft Prize, why we did all the projects at Salone del Mobile, why we started an art collection, why we’ve been sponsoring a lot of museum shows, and helping artists.
The brand is about storytelling. There is a complex language that is being built, but ultimately it is about bringing people on the journey with either something they expect or something they don’t expect. I think that’s what’s nice about Loewe — you cannot pigeonhole it. .: My biggest fear as a designer is to be known for one thing. Also I think I would be so bored. After the pandemic, we went through a renaissance somehow, which was the Pontormo collection, which then evolved into something which was more surrealistic. And since the last show that we had done with the [anthurium] flower. I feel like everything in my mind has become more reduced and more blunt. Less-is-more has suddenly become more exciting to me recently, even in my own brand.
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