Spanish fashion brand Loewe presented its Womens Fall/Winter 2021 collection via printed matter: a newspaper supplement.
Titled 'A Show in the News', the collection was released globally in a selection of different broadsheet publications such as Le Figaro and Le Monde in France, El Mundo of Spain, The Times of London, The New York Times, and Japan's The Asahi Shimbun.
With a front-page header reading 'THE LOEWE SHOW HAS BEEN CANCELLED', the supplement showcases images of Loewe's upcoming styles lensed by photographer Fumiko Imano, and featuring Freja Beha Erichsen. Comprising of bags, Ready-to-wear, shoes and accessories, the new collection captures the spirit of the season and conveys the sheer joy and electricity with a palette of acrylic hues.
The presentation was originally scheduled to take place with a runway show but was cancelled last month in light of the ongoing Coronavirus lockdowns globally. Loewe creative director Jonathan Anderson wanted to shy away from digital presentation formats and chose print media so as to reach beyond a fashion focused audience.
The supplement also features an extract from a newly published book 'The Affair' by the acclaimed novelist Danielle Steel. Although it is not referential to Anderson or LOEWE, the story takes place in the fashion industry, with its heroine the editor of a fictional fashion publication.
'What I like about the idea of a newspaper is that sometimes we are so fixated, as a society, with the headline - but not what the headline means. Ultimately, what we have shielded away from in fashion is that this situation is cancelled. We are adapting to it, and the idea that we are going to consume ourselves with the idea of a digital reality is not a long-term solution,' Anderson told i-D magazine.
Loewe's Fall Winter 2021 collection will be available in Loewe stores and loewe.com from August. Meanwhile check out all the looks from the collection here
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