LVMH-owned fashion house Loewe wants consumers to speak up in its ongoing advertising campaign featuring soccer star Megan Rapinoe. Loewe has previewed images from its fall/winter 2020-21 advertising campaign to coincide with the company’s fashion show.
Founded in 1846 in Madrid, Spain, Loewe is one of the oldest luxury fashion brands in the world. The company specializes in leather goods, apparel accessories and perfume. The company was established in 1846 when a group of Spanish leather craftsmen in Madrid were joined by Enrique Loewe, a merchant of Hessian origin. By the early 20th Century, many notable people took great interest in Loewe and Queen Ena of Spain became a regular customer. In 1905, Alfonso XIII granted them the Royal Warrant of Appointment and thus Loewe became Purveyor of the Royal Household of Spain. The company quickly grew in popularity and was promoted by figures such as Ernest Hemingway, Ava Gardner, Rita Hayworth, Marlene Dietrich and Sophia Loren amongst others.
King Alfonso XIII of Spain granted Enrique Loewe y Hinton, a descendant of the original brand founder, the title of Purveyor to the Royal Court. His wife, Queen Victoria Eugenie, frequently visited the store on Príncipe de Madrid street. In 2013, Jonathan Anderson, a 2005 College of Fashion graduate, became Loewe’s creative director. He was born in Northern Ireland in 1984. Anderson’s first ready-to-wear collections for Loewe were presented in 2014. He also deployed a new publicity campaign by Steven Meisel. The company remains based in Spain. Manufacturing, particularly of leather goods, takes place in Madrid, and Loewe stores are located worldwide.Loewe in Osaka, Japan Loewe store in Hong Kong. Loewe has two stores in the US, one located in Miami (Design District) and a new store in Las Vegas at the Wynn Hotel as of December 2018.
In recent seasons, Loewe has been revealing its campaigns in line with the corresponding runway show. The brand’s fall/winter 2020-21 effort is being launched throughout Paris. As part of the invite, Loewe created a vinyl LP record of Ms. Rapinoe’s inspirational soundbites, which have been edited over a rhythmic base.Creative director Jonathan Anderson worked with photographer Steven Meisel and creative studio M/M Paris. The brand began working with Rapinoe in January. Together, they created a series of YouTube videos in which the soccer star motivates people to make change in their lives.
The head shot of the soccer player is part of a trilogy of shots. Another image shows a trio of female models wearing gowns and clunky shoes next to a transparent piano in a scene set up to look like a fringe theater set. Rounding out the trio of images is a still life of a Loewe Balloon bag. As affluent consumers and the luxury business itself continues to change, these rapid developments pose a challenge to brands with decades of storied history.Mr. Anderson was brought on board to help create a modern image of the brand, while maintaining its heritage.Partnering with Megan Rapinoe offers the brand a modern voice which will appeal to their younger affluent consumers.