Past, Present, Future

Casa. Home. Place of residence. There is a tangible elasticity over the notion of calling a flagship store, notably Loewe’s biggest, home. There is an utter romance to it as well


All images courtesy of @Loewe

Casa. Home. Place of residence. There is a tangible elasticity over the notion of calling a flagship store, notably Loewe’s biggest, home. There is an utter romance to it as well; a sense of ownership unifying a house that has subsequent to the appointment of Jonathan Anderson as brand’s creative director, undergone a grand overhaul.
Anderson, notably known for his unconventional approach to design, has at every aspect of his undertaking disputed the preconceived idea of gender and identity alike; and in the process not only has Anderson challenged the pace of fashion,he has accordingly made levity and gravitas switch places.


In a sense it is artistic commodification in it’s purest form, alluding to a transcendent future for the brand



‘Past, present and future’ – the exhibition at Real Jardin Botanico, accordingly synchronized  with the Loewe’s flagship opening, underlines what has been an ongoing mantra of Anderson’s from the beginning; the surreal assembly of codes that serve as a reference in his curatorial undertaking acknowledge the transcendence of a (good) idea. Timelessness is of great importance. So is capturing the zeitgeist; by uniting the two, JWA has, within the course of 3 years, lifted Loewe to the status of  paragon within modernist culture. Working closely with photographer Steven Meisel and implementing his early work (1997) alongside his most recent for the house was key to establishing the timeline as being a circular notion rather than a linear one – Anderson explains:  ‘It transgresses fashion’s guiding idea, that of newness.The idea is to eradicate the idea that fashion is only the future. Fashion can be a new image, or it can be an old image if it is framed in the right way’. In a sense it is artistic commodification in it’s purest form, alluding to a transcendent future for the brand