For the
coming winter holiday season, Loewe will be revisiting the high-octane glamour
introduced by José Pérez de Rozas, who served as the brands’s creative director
for 33 years from 1945. During the 1940s and 1950s, with many people in Spain
suffering financial hardship, Pérez de Rozas decorated the windows of Loewe’s
flagship stores in Madrid and Barcelona with a lavish and romantic theatricality
worthy of the most magical Hollywood musical to entertain passers-by at
Christmas.
The end of
this year will see Loewe’s windows all over the world styled in the spirit of
Pérez de Roza’s glamorous aesthetic. These displays will be presented just as
his were in the 1940s, with an arched frame outlined in gold. This arched frame
will form a key feature in Loewe’s communication tools this winter. The ruched
curtain will be another element in the windows, its meaning unmistakeable:
‘Show time!’
The windows will
also underline Loewe’s Spanish character and heritage by using two motifs that
have featured in its recent collections: polka dots, which will decorate both
the frame and the backdrops of the store windows, and ornate baroque elements
in the set dressing.
Probably the
biggest nod to the legacy of Pérez de Rozas in this year’s displays comes in
the shape of animals – pandas and elephants, to be precise, which will feature
in Loewe’s windows interacting with key leather and silk items for the gift
season. Pérez de Rozas loved to feature animal sculptures in his masterpieces,
usually covered with glittering studs.
In recent years, one of Loewe’s most popular
new product lines has been its leather animals. These were invented almost by
accident by one of the craftsmen in the Loewe atelier, when, with a few clever
stitches, he transformed a piece of leftover leather into a little bear. Soon
after, Loewe made these bears available to customers, along with dogs, bulls,
giraffes, polar bears and elephants, all constructed from leather using a
similar technique. The panda is the latest addition to this line-up of leather
animals, which will have a starring role in Loewe’s communications for the
season..
The colours of Loewe’s gift season collection
– peach, duck-egg blue, and black and white – are all taken from the season’s
three main leather animals: the bull, the elephant and the panda respectively.
The ‘Amazona’ will be available in these colours, with a metal padlock shaped
like the corresponding animal.
Also
available this season are the ‘Cruz’ bag, designed in collaboration with the
famous actresses Penelope and Mónica Cruz; Angora scarves in polka dots; the
‘Sofia’, ‘Inés’, ‘Lorca’, ‘Toledo’ and ‘Amazona’ bags in a wide range of
colours; racoon-fur collars from Loewe’s ‘Mantón de Manila’ collection; and
Palma wallets and Andalus scarves for men.
Loewe will unveil its windows for the winter
holiday season on November 2013.
Like what you read? Follow us on twitter and Instagram, and like us on facebook for more on this topic!
Post a Comment
Please checkout my beauty & fashion blog- The Vanity:
http://www.thevanityblog.net