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Jonathan Anderson Rebrands Loewe Through Vintage

Posted by Reem
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Photo by Steven Meisel, Vogue Italia, 1997.

An ad campaign featuring the new Loewe collection shows designs photographed by Steven Meisel alongside images from a 1997 Vogue Italia editorial by the photographer. The first fashion brand to use archived editorials in this nature, it seems a bold move for classic Spanish label Loewe. When LVMH invested in London based designer label J.W. Anderson last year, Jonathan Anderson became the new creative director of Loewe. Remaining the majority stakeholder in his own company known for its modern aesthetic, Anderson suddenly had an appointment to rebrand one of the luxury mega group’s oldest houses. Last week, just days before the Loewe Men’s 2015 debut the new campaign images for Loewe were spotted on posters around Paris and posted to Anderson’s Instagram account. The New York Times reports that the 1997 editorial meant a great deal to Anderson, so much so that he repurposed the images even though none of the apparel in the editorial was Loewe. The newspaper also speculates that LMVH tapping Anderson may have seemed like an unlikely choice but the Brit designer’s purpose was to call attention to a larger audience. By channeling his inspiration to the ads so literally and making it his own, Anderson manages to rebrand by bringing storied imagery to an already historic house, a relatable and original move in terms of fashion branding but also in keeping with the pace of social media marketing. Fashionista calls it the ultimate #TBT.

Round Hill by Alex Katz, 1977. (Inspiration for Steven Meisel's 1997 editorial)

 

Photos by Steven Meisel, Vogue Italia, 1997.

 

Images from Jonathan Anderson's Instagram

 

Loewe SS 2015 Campaign, Photos by Steven Meisel.

 

Loewe SS 2015 Campaign, Photos by Steven Meisel.

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