Luxury label Loewe began as a cooperative of leather artisans in the center of Madrid in 1846. The German entrepreneur Enrique Loewe Roessberg consolidated the workshop under his name in 1872, creating one of the world’s first luxury houses. As Loewe developed and expanded over the following century, a commitment to modernity emerged as a defining characteristic. In the 1950s and 1960s, Loewe’s offices and stores in Spain became a benchmark for international design thanks to the distinctive architecture and interiors designed by Javier Carvajal.
In 1970, artist Vicente Vela created the In 1970, artist Vicente Vela created the Anagram, the abstract symbol consisting of four intertwined Ls that has been stamped ever since on Loewe’s products as a sign of their material and technical excellence. Loewe’s first ready-to-wear clothing collection was launched in 1965, bringing fashion to the heart of the brand, and this was followed by the debut of the iconic Amazona bag in 1975.
This was also the decade in which Loewe broke into the luxury perfume sector with its debut fragrance, L de Loewe. From that time onward, it has continued to demonstrate its prowess in this field with each new perfume creation. Emilio Valeros has been Loewe’s ‘nose’ for over 20 years and has created some of the brand’s signature fragrances including Solo Loewe and Aura Loewe. In 1996 the company was acquired by the leading luxury group LVMH.
In October 2013, Jonathan Anderson became the brand’s Creative Director. Under his leadership, Loewe has rebranded its heritage of 169 years of craftsmanship and innovation with a view to setting its sights on the future.
Launched alongside the grand opening, just for their 170 years anniversary, of its Madrid boutique, a new Loewe book showcases the essence of what makes the maison stand out. Loewe has published a new self-titled book that takes a look at the maison’s 170 year history. Edited by famed publication expert Luis Venegas, the book intriguingly does not follow any typical format, instead opting to simply focus on the unique personality of the brand.
It’s not about making clear, linear connections. It’s just our favourite side of Loewe, what we think makes it different from any other house, all put into
a book filled with images I fell in love with. It’s quite subjective.
Given artistic freedom by the brand’s Creative Director Jonathan Anderson, Venegas pored over a massive collection of materials, carefully selecting what truly reflects the brand and which offers an insight into its future.
I wanted Luis to go through our archives and decide what is relevant, with
that very sharp, uncommon eye that he has. He has unearthed some incredible things that show how the language of what we’re doing at the house now, has always been there. I could not be happier.
The 592-page book ‘Past Present Future’ is filled with editorials and old advertising campaigns, as well as images of archival objects and artworks. The aim of the book is not only a celebration of the brand’s identity throughout the years, but an intimate insight into the universe of a future-focused brand – to be used by readers accordingly.
It’s not a book to be precious with. It’s a hefty block of paper that’s meant to be used and engaged with, documenting the entire universe of the brand until now, indicating where it stands and where it might go next.
Take a peek inside the Loewe book now…