The Feed.

SHOW-ON-THE-WALL

Loewe’s intelligent fashion escapism is a work of art

Text: HELEN PAPAIOANNOU

The covid-19 pandemic, in all its restrictions, has forced the creative minds of fashion and art to think in new ways, outside the box, as they say. LOEWE showcases a truly exemplary style of reaching the audience through new media and means. “Possibilities are endless, as long as the problem of showing fashion without a physical show is solved creatively” says the brand’s text about Show-on-the-Wall. True. If their previous show-in-a-box toyed with the idea of the miniature, the Show-on the-Wall explores the possibilities of a paper show at a 1:1 scale. This is the way that LOEWE presents the Spring Summer 2021 women’s collection, a set of different elements to be individually assembled by the recipient and freezes the fashion content on a wall, in real size. The aim is to engage with new formats, fully embracing the excitement of change while actively involving the viewer in an experience that is radically different from the traditional fashion show. Creatively directed by Jonathan Anderson and M/M (Paris), this completely new way of presenting a collection features a collaboration with artist Anthea Hamilton and stems from the desire to find new formats of communication that respond to the times we are living in.

Show-on-the-Wall comes in the form of an oversized artist’s portfolio, one of its faces screen-printed with an archive image by Steven Meisel. The portfolio holds a series of folded posters, and is accompanied by a series of tools including a canvas tool bag, a unique roll of wallpaper designed by Anthea Hamilton, a roll of wallpaper borders depicting all the looks from the collection, wallpaper glue, a brush, scissors, a ceramic disc infused with Beetroot scent and a catalogue raisonné. As a complement, the sheet music for Thomas Tallis´ Spem in Alium, a motet for forty voices is also included. The letter A from Jonathan Anderson is affixed on the inside panel of the portfolio, which contains sixteen bus-stand size folded posters, each one depicting a different character wearing a look from the collection, and one poster featuring a still life arrangement of accessories silkscreen printed with fluorescent, phosphorescent and metallic inks.

Study them as you would the mood board of a creative genious that loved to play with imagery and the imaginary…

The cast – featuring Adam Bainbridge, Alice, Anthea Hamilton, Elise, Hilary Lloyd, Holly, Jadé Fadojutimi, Jewel, Kristina de Coninck, Laurence Kleinknecht, Louis, Mona, Rinke, Rosie, Sunny Suits, Vittoria – represents a vast cross section of ages, gender and body types. The poses are expressive to the extreme, as if subjects are jumping out of the picture. The viewer is invited to paste the wallpaper wherever preferred, cut the silhouettes and paste them onto this background, and complete it all with the wallpaper border. The Show-on-the-Wall is a sum of different actions, all actively carried out by the recipient, which bring the spectator closer to the clothing. As such it creates a tactile language that transcends the constraints of the fashion show.

Creative director Jonathan Anderson embraces escapism in his own way, putting the pleasure of playing with fashion to the fore.

www.loewe.com

The Feed.

SHOW-ON-THE-WALL

Loewe’s intelligent fashion escapism is a work of art

Text: HELEN PAPAIOANNOU

The covid-19 pandemic, in all its restrictions, has forced the creative minds of fashion and art to think in new ways, outside the box, as they say. LOEWE showcases a truly exemplary style of reaching the audience through new media and means. “Possibilities are endless, as long as the problem of showing fashion without a physical show is solved creatively” says the brand’s text about Show-on-the-Wall. True. If their previous show-in-a-box toyed with the idea of the miniature, the Show-on the-Wall explores the possibilities of a paper show at a 1:1 scale. This is the way that LOEWE presents the Spring Summer 2021 women’s collection, a set of different elements to be individually assembled by the recipient and freezes the fashion content on a wall, in real size. The aim is to engage with new formats, fully embracing the excitement of change while actively involving the viewer in an experience that is radically different from the traditional fashion show. Creatively directed by Jonathan Anderson and M/M (Paris), this completely new way of presenting a collection features a collaboration with artist Anthea Hamilton and stems from the desire to find new formats of communication that respond to the times we are living in.

Show-on-the-Wall comes in the form of an oversized artist’s portfolio, one of its faces screen-printed with an archive image by Steven Meisel. The portfolio holds a series of folded posters, and is accompanied by a series of tools including a canvas tool bag, a unique roll of wallpaper designed by Anthea Hamilton, a roll of wallpaper borders depicting all the looks from the collection, wallpaper glue, a brush, scissors, a ceramic disc infused with Beetroot scent and a catalogue raisonné. As a complement, the sheet music for Thomas Tallis´ Spem in Alium, a motet for forty voices is also included. The letter A from Jonathan Anderson is affixed on the inside panel of the portfolio, which contains sixteen bus-stand size folded posters, each one depicting a different character wearing a look from the collection, and one poster featuring a still life arrangement of accessories silkscreen printed with fluorescent, phosphorescent and metallic inks.

Study them as you would the mood board of a creative genious that loved to play with imagery and the imaginary…

The cast – featuring Adam Bainbridge, Alice, Anthea Hamilton, Elise, Hilary Lloyd, Holly, Jadé Fadojutimi, Jewel, Kristina de Coninck, Laurence Kleinknecht, Louis, Mona, Rinke, Rosie, Sunny Suits, Vittoria – represents a vast cross section of ages, gender and body types. The poses are expressive to the extreme, as if subjects are jumping out of the picture. The viewer is invited to paste the wallpaper wherever preferred, cut the silhouettes and paste them onto this background, and complete it all with the wallpaper border. The Show-on-the-Wall is a sum of different actions, all actively carried out by the recipient, which bring the spectator closer to the clothing. As such it creates a tactile language that transcends the constraints of the fashion show.

Creative director Jonathan Anderson embraces escapism in his own way, putting the pleasure of playing with fashion to the fore.

www.loewe.com

M O R E  F R O M  T H E  F E E D 

The Feed.

SHOW-ON-THE-WALL

Loewe’s intelligent fashion escapism is a work of art

Text: HELEN PAPAIOANNOU

The covid-19 pandemic, in all its restrictions, has forced the creative minds of fashion and art to think in new ways, outside the box, as they say. LOEWE showcases a truly exemplary style of reaching the audience through new media and means. “Possibilities are endless, as long as the problem of showing fashion without a physical show is solved creatively” says the brand’s text about Show-on-the-Wall. True. If their previous show-in-a-box toyed with the idea of the miniature, the Show-on the-Wall explores the possibilities of a paper show at a 1:1 scale. This is the way that LOEWE presents the Spring Summer 2021 women’s collection, a set of different elements to be individually assembled by the recipient and freezes the fashion content on a wall, in real size. The aim is to engage with new formats, fully embracing the excitement of change while actively involving the viewer in an experience that is radically different from the traditional fashion show. Creatively directed by Jonathan Anderson and M/M (Paris), this completely new way of presenting a collection features a collaboration with artist Anthea Hamilton and stems from the desire to find new formats of communication that respond to the times we are living in.

Show-on-the-Wall comes in the form of an oversized artist’s portfolio, one of its faces screen-printed with an archive image by Steven Meisel. The portfolio holds a series of folded posters, and is accompanied by a series of tools including a canvas tool bag, a unique roll of wallpaper designed by Anthea Hamilton, a roll of wallpaper borders depicting all the looks from the collection, wallpaper glue, a brush, scissors, a ceramic disc infused with Beetroot scent and a catalogue raisonné. As a complement, the sheet music for Thomas Tallis´ Spem in Alium, a motet for forty voices is also included. The letter A from Jonathan Anderson is affixed on the inside panel of the portfolio, which contains sixteen bus-stand size folded posters, each one depicting a different character wearing a look from the collection, and one poster featuring a still life arrangement of accessories silkscreen printed with fluorescent, phosphorescent and metallic inks.

Study them as you would the mood board of a creative genious that loved to play with imagery and the imaginary…

The cast – featuring Adam Bainbridge, Alice, Anthea Hamilton, Elise, Hilary Lloyd, Holly, Jadé Fadojutimi, Jewel, Kristina de Coninck, Laurence Kleinknecht, Louis, Mona, Rinke, Rosie, Sunny Suits, Vittoria – represents a vast cross section of ages, gender and body types. The poses are expressive to the extreme, as if subjects are jumping out of the picture. The viewer is invited to paste the wallpaper wherever preferred, cut the silhouettes and paste them onto this background, and complete it all with the wallpaper border. The Show-on-the-Wall is a sum of different actions, all actively carried out by the recipient, which bring the spectator closer to the clothing. As such it creates a tactile language that transcends the constraints of the fashion show.

Creative director Jonathan Anderson embraces escapism in his own way, putting the pleasure of playing with fashion to the fore.

www.loewe.com

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