From Jonathan Anderson took the reins at Loewe almost a decade ago, designer clothes were only a singular part of the narrative. A regular at art galleries around the world, with close film friends, a trustee at the V&A and a judge at the Loewe Foundation’s Craft Prize, Anderson cultivates a ‘cultural brand’ that extends beyond the realm of mere fabric. Now, Anderson has joined forces with longtime collaborator and friend Luca Guadagnino for a new short film titled I dreamed of Loewedemonstrating the eclectic, craft-focused feel of the Spanish label and teasing what we can expect from the upcoming menswear collection.
Captured under the clinical white lights of New York’s David Zwirner Gallery and featuring energetic and vibrant sculptures by an Austrian artist Franz Westthe film follows a kaleidoscopic dream that finds a male protagonist lying naked on a sofa, waking up to find West’s imposing Echolalia (2010) elevated works. She watches as models, wearing the upcoming Spring/Summer 2024 collection, interact with the off-balance and abstract pieces, striking unusual poses and staring into the camera lens in crystal-embellished sunglasses as trance-like music blasts overhead. The sneak peek of the upcoming collection includes a contrast collar shirt, fluid long-legs, denim, pastel knits and, of course, some eye-catching glasses.
Guadagnino – who recently starred in a Loewe campaign along with some of the director’s favorite stars – has teamed up with Anderson to design the costumes for his upcoming film challengers, is set to be released in September of this year. It was also announced late last year that Anderson will be costuming Guantanamo’s adaptation of William Burroughs’ 1985 novel Queer, marking their second major film collaboration. “Clothes are theater,” Anderson he said Another in 2021, “and that’s what excites me about fashion – we’re still uncomfortable with the idea of eccentric.” Converging on Anderson’s heady worlds of art, fashion and performance, the new Loewe film is a fun proposition for a bountiful and vibrant main course, which can be fully enjoyed during the upcoming Men’s Fashion Week in Paris on June 24 .
