A very sweet goodbye
Loewe has issued a monograph reflecting Jonathan Anderson’s decade at the Spanish fashion house.
As a subscription email says:
The book includes a foreword by Zadie Smith, an intimate conversation between Anderson and stylist Benjamin Bruno, and photography of iconic designs, art, craft, and key moments. Available from March 27, in selected stores and on loewe.com.
Heritage is part of luxury positioning — it means you’re not just buying, say, a dress, but also gaining an emotional connection to the brand and its story. Beyond the commercial aspect, I like this news as a sign that they parted ways on a warm note. In the cold, commercial world, that’s more a rarity than the norm.
A book about a designer’s time at the brand is actually what I meant the other day when I wrote why the positioning of Sabato De Sarno at Gucci felt wrong (here: https://www.mobileapp.app/to/v60AYfQ?ref=2_cl). Praise should come as the result of meaningful work — not as a prelude.
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Loewe lookbook (small though) is here: https://www.2jour-stylist.com/loewe
