Bags, buzz, and bonkers campaigns—Jonathan Anderson bows out after 11 years at Loewe, leaving behind a craft-spun legacy.
Jonathan Anderson has officially hung up his Loewe hat, closing the curtain on an eleven-year tenure at the Spanish house-turned-global fashion phenomenon. During his time, he cemented Loewe as a culturally charged, forward-thinking force—honouring the brand’s legacy and deep-rooted craftsmanship while injecting a much-needed sense of fun back into fashion. And as we eagerly await what’s next on the designer’s cards (you know, we know, they know…), we’re taking a trip down memory lane to relive the most bonkers, breathtakingly brilliant moments of Jonathan Anderson’s reign!
Spring 24 Pre-collection Featuring Maggie Smith
Jonathan Anderson has retaught the industry what it means to craft fashion campaigns with Hollywood stars. Playful, unbothered, and at times, disarmingly raw, Loewe collaborates with talents as people, not commodities. And what better way to capture this energy than through the wonderfully unfiltered lens of Juergen Teller? For its Spring 24 Pre-collection, Anderson enlisted none other than Professor Minerva McGonagall herself, or the legendary Dame Maggie Smith of Downton Abbey, to front the Spanish house’s latest offering. Alongside fashion fixtures like Greta Lee, Josh O’Connor, and Taeyong, the then 88-year-old British actor posed for Teller’s photography, evoking the feel of a scrapbook – only this was the most glamorous one you’ve ever seen. All, of course, underpinned by Loewe’s signature fusion of craftsmanship and playful design – what’s not to love?
When Loewe Met Rihanna
Remember when Rihanna graced the 2023 Super Bowl stage in Loewe? Of course, you do. A fashion fairytale spun from red leather and pure fierceness – how could anyone forget? A bold declaration of her return, and, oh yes, a sweet baby on the way! Donning a billowing poppy-red aviator suit with a sculpted breastplate, Ri-Ri had the world in the palm of her hands for a full 13 minutes of pure magic. A reminder of what happens when two giants collide. It was a Loewe moment, a Rihanna moment, and a Super Bowl moment for the ages.
I Told Ya: Loewe’s Press Tour Wins
The Challengers press tour — now that’s what we call a successful run. From Zendaya’s tennis ball heels to that “I Told Ya” T-shirt, Jonathan Anderson and Luca Guadagnino reminded us what it truly means to craft a narrative that flows seamlessly from the silver screen to the red carpet. Josh O’Connor and Mike Faist joined the sartorial rally, each bringing their own Loewe twist to the court with playful knits and tailoring perfection. A stylish trio, a fashionable threesome, each serving their own unique brand of Loewe cool.
Beyond the Bubble: Balloon Dress
A balloon dress — yep, he did that. Clinging to the body, creating a silhouette that was both ethereal and utterly unexpected, this viral mesh maxi dress was worn by the likes of Kendall Jenner and Emma Corrin. A true testament to Jonathan Anderson’s ability to transform the ordinary into the extraordinary, it reminded us that fashion can be a playground, a canvas for boundless creativity.
Puzzle Bag of Wonders
A veritable Rubik’s Cube of chic — the Loewe Puzzle bag. Bursting onto the scene in Loewe’s S/S 2015 collection, Jonathan Anderson’s structural sonnet is a puzzle you (and every fashion girlie on Instagram) will want to solve. One of Anderson’s most successful creations for the Spanish maison, this origami-meets-leather beauty was designed to transform, adapt, and evolve with you. Whispers of hidden compartments, secret pockets, a delightful surprise waiting to be uncovered. Then, as the frosty winds of A/W 2023 swept in, the glorious Puzzle tote arrived — a grand gesture to the bag’s ever-evolving magic.
Loewe Met Gala 2024 Reign
The Spanish luxury brand dominated the 2024 Met Gala. Not just as a sponsor, but the grand orchestrator of the night’s magic. Seventeen stars shimmered in bespoke Loewe creations, including Anna Wintour, who chose one of Jonathan Anderson’s designs to embody the “Sleeping Beauties” theme. Greta Lee stunned in a sculptural, delicate gown, Ariana Grande redefined ethereal in a mother-of-pearl-encrusted dream, and how can we not mention Taylor Russell’s wooden corset? The Met had the designer working overtime, that’s for sure. But boy, was it worth it. It was a full-blown Loewe takeover.
The Cheeky Charm of Loewe’s S/S 25 Campaign
We’ve said it before, and we’ll say it again — Jonathan Anderson at Loewe has been doing ads like no other in the industry. For its Spring/Summer 25 campaign, Ayo Edebiri, Drew Starkey, and Richard Gadd shared screen time with medieval knights, scuba divers, and bodybuilders. And just when we thought the visuals couldn’t get any more outlandish, Loewe treated us to comical TikTok snippets — yet another medium the maison has mastered, we must say — proving this campaign wasn’t just selling clothes, but selling the Loewe je ne sais quoi.
L.O.E.W.E’S Spelling Bee Bonanza
Jonathan Anderson had us in stitches with his “Decades of Confusion” short film — a two-and-a-half-minute whirlwind of wigs, buzzers, and wrong answers. This Loewe-laced extravaganza is a theatrical delight where the word “L.O.E.W.E” becomes a battleground of laughs, with Dan Levy playing the exasperated judge and Aubrey Plaza as the ever-evolving contestant. Together, they take us on a time-traveling journey of sartorial silliness. Each era bursts with Loewe looks, from the iconic Amazona bag to the car dress, all topped off with Michelle Ceglia’s genius wig work. Now, if only we could find a new CD who can deliver part 2… just saying, Loewe team!
Loewe in a Pocket: Runway Dreams Delivered
Imagine a treasure chest, a miniature theatre of dreams, a Loewe show — but pocket-sized! That’s the magic of Loewe’s “Show in a Box,” bringing the runway straight to your fingertips. A curated journey through Jonathan Anderson’s creative mind, presenting miniature garments, swatches of sumptuous fabrics, and sketches that offered a rare peek behind the curtain. It’s a personal invitation to explore the world of Loewe, playfully rebelling against the digital deluge, signalling a return to creative ideas, and reminding us that this industry is about so much more than just visuals. Who wouldn’t want a tiny, precious Loewe world delivered right to their door?
The Loewe Foundation Craft Prize
An endeavour that Jonathan Anderson holds dear, keeping craftsmanship at the centre, he created the Loewe Foundation Craft Prize in 2016 to support and give visibility to vanishing crafts. “One of my proudest achievements”, he said, “is launching the Craft Prize”. It’s a stage for the unsung heroes of artistry, a platform where “vanishing crafts, young makers, old masters, and new ideas” find their voice. Created in 2016, the prize proves that Anderson’s vision extends beyond fashion, crafting a landscape built on trust and generosity. In Anderson’s departure message via Instagram, he states, “we created a platform that genuinely supports and gives visibility”.
Content shared from www.wonderlandmagazine.com.
