Over 170 years of fashion legacy are covered in Loewe‘s new book, Past Present Future. The Spanish brand, originally specialised in leather goods, has been given a new direction since the arrival of creative director Jonathan Anderson in 2013.
For this unique project, Jonathan Anderson gives full creative freedom to editor Luis Venega, who spent months at Loewe’s archives in Madrid, seeking to frame the history of the house in a new light : “Luis has unearthed some incredible things that show that the language of what we’ve been doing at the house has always been there,” says creative director Jonathan Anderson. It turns out Loewe’s avant-garde vision has been there all along : “Today people are excited about Loewe because it looks fresh and you can feel an intellect behind it, an energy that pushes to try new things,” says Luis Venega. “Researching this book, I discovered that’s what Loewe has always been about.”
The 592-page book 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,” says Jonathan Anderson. “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.”