The Fall/Winter 2025 presentation by Loewe, held at the historic Hôtel de Maisons in Paris, epitomizes the brand’s commitment to innovation, creativity, and craftsmanship. Conceived by Jonathan Anderson, the show is presented as a “scrapbook of ideas”—a collection of inspirations both old and new, gathered at random, preserved as memories, or reimagined as sources of fresh creativity. This concept serves as the perfect backdrop for Loewe’s unique approach to fashion, where the boundaries between art, craft, and fashion seamlessly intertwine.
A “Scrapbook of Ideas” for the Fall/Winter 2025 Collection
In a space as historically rich as the Hôtel de Maisons, an 18th-century building in the heart of Paris, Anderson breathes new life into the architectural beauty of the space. The collection is designed as an eclectic fusion of ideas and creative impulses—things that, on the surface, may appear to be unconnected but, when brought together, form a cohesive and striking narrative. The idea of a “scrapbook” is particularly relevant, as it reflects a journey through Anderson’s thought process as he gathers a variety of influences and distills them into a collection that remains true to Loewe’s foundational codes.
For Fall/Winter 2025, Anderson plays with Loewe’s signature design elements, including trompe l’oeil effects, distorted scales, and exaggerated volumes. These techniques, familiar to the Loewe brand, take on new life when filtered through the lens of contemporary art and artisanal craft. The collection is a celebration of creative experimentation, where these visual tricks and explorations of shape transcend their traditional context to become integral parts of an evocative and artistic whole.
Collaboration with the Josef & Anni Albers Foundation
A standout feature of the presentation is Loewe’s special collaboration with the Josef & Anni Albers Foundation. The Albers’ work in the realms of color theory, geometry, and abstraction provides a visual language that resonates deeply with Anderson’s creative vision. Their pioneering approach to form and color aligns perfectly with Loewe’s aesthetic, and their influence is evident throughout the collection. The marriage of Loewe’s craftsmanship and Albers’ abstract artistry creates an exciting dialogue that bridges fashion and visual art, reinforcing the brand’s commitment to merging fine craftsmanship with high art.
This collaboration elevates the Fall/Winter 2025 collection, inviting attendees to explore a deeper narrative where the boundaries between design and artistry are beautifully blurred. Albers’ use of geometric abstraction and bold color contrasts serves as a foundation for the fashion collection, with Anderson reinterpreting these elements through Loewe’s distinctive craftsmanship.
Curated Artworks Enrich the Presentation
To further enrich the sensory experience, the Hôtel de Maisons is transformed into a gallery space showcasing a curated selection of works by contemporary artists. Interspersed between the men’s and women’s collections, these pieces by artists such as Anthea Hamilton, Liz Magor, Zizipho Poswa, Hilary Lloyd, and many others, further expand on the themes of art, craft, and creative experimentation that define the collection.
Hamilton’s playful, colorful sculptures, Magor’s intricate and textured works, Poswa’s evocative exploration of culture and identity, and Lloyd’s innovative visual language serve as striking companions to the clothing on display. The integration of these artworks into the presentation underscores Loewe’s belief that fashion is not just about clothing—it is about a broader artistic expression that invites multiple forms of creativity to coexist in harmony.
Styling by Benjamin Bruno
The styling of the Fall/Winter 2025 presentation, overseen by Benjamin Bruno, is essential in capturing the artistic and conceptual undertones of the collection. Bruno’s styling brings coherence to the eclectic mix of ideas, seamlessly weaving together the unique elements of the collection and artwork. His vision ensures that each outfit is presented not only as fashion but as a dynamic, living artwork—each look an interpretation of the inspiration behind it.
Bruno’s approach emphasizes the importance of the setting, with the artistic works and architectural space interacting to enhance the narrative of the collection. The styling reflects the fusion of tradition and modernity, much like the collection itself.
A Living, Breathing Scrapbook of Creativity
The Loewe Fall/Winter 2025 presentation at the Hôtel de Maisons is more than a fashion show; it is an immersive experience that invites guests to step into Jonathan Anderson’s creative world. The concept of a “scrapbook of ideas” allows for an unrestricted exploration of fashion, art, and craft. By fusing Loewe’s iconic design principles with contemporary artistic collaboration, Anderson once again proves his ability to reinvent the boundaries of fashion presentation.
Through the carefully curated integration of the Josef & Anni Albers Foundation’s artistic legacy and the works of contemporary artists, the event exemplifies Loewe’s commitment to pushing the envelope, inviting the audience to rethink the relationship between fashion and fine art. This presentation, with its playful distortions of scale, masterful craft, and immersive art, is a stunning testament to the ever-evolving creative spirit that defines Loewe under Jonathan Anderson’s direction.
