Loewe Sales Of Clothing Increased By 380% To Achieve Substantial Growth.

Now the luxury design has changed substantially.

People should design something more realistic and "real" instead of letting luxury be high and make people a subsidiary of luxury goods.

It is also based on this clear concept of design that Anderson enables Loewe products to be more practical than the past, and more in line with the needs of contemporary people, so that they have more brand audiences and become more popular.

When the news of Jonathan Anderson's creative director of Loewe in 2013 came out, there was a lot of doubt in public opinion.

At that time, Anderson was only 28 years old, from the United Kingdom, and at the same time led the design of his own brand J.W.Anderson and Loewe, and his own brand style was bold and bold. It seemed to have nothing to do with Loewe, a Spanish traditional luxury brand with a history of over 150 years and making high-grade leather products.

However, since he joined so far, Loewe's clothing sales have increased by 380%. This brand, which appeared to have a slightly weaker brand in LVMH's brand, has become more and more concerned than ever before.

In fact, Jonathan Anderson not only promotes sales, but also reshapes the brand, bringing a series of important changes to the traditional Loewe brand.

Can a designer really be able to lead two brand designs with different styles and ensure their quality at the same time? In fact, many designers in the fashion circle, for example, have their own brands, and the 33 year old JasonWu was appointed creative director of women's clothing in Hugo Boss in June 2013. The 32 year old Alexander Wang took charge of the design of the French brand Hugo in 2012.

At a recent meeting in Florence, Anderson talked about how to balance the design of two brands and balance their roles.

He said that when he first worked for Loewe, he wanted to maintain the extreme difference between the two brands ("bipolar"), but later he realized that it was like declaring to the public that he was always changing the design concept.

So he hopes to find a precise location for Loewe style and redefine his J.W.Anderson style, so that they can coexist.

The way is to integrate your personal style and design concept.

Let some old Spanish brands that focus on traditional techniques begin to conform to contemporary culture and practicality.

His most controversial and straightforward move is to change the brand logo of Loewe.

He invited famous people.

The combination of Mathias Augustyniak and Michael Amzalag changed and processed Logo, designed by Spanish artist Vicente Vela in 1970, making it look like a hot stamping from classical art, too gorgeous and simple and tough.

This also shows the idea of Anderson pforming Loewe: to remove inappropriate historical elements and highlight functional and modern styles.

Anderson starts with the brand trumpet leather products, and uses the Loewe logo soft skin for more fashionable designs, such as the best-selling PuzzleBag, color diversity Satchel Flamenco, and a series of minimalist handbag.

Now, the sales of PuzzleBag he designed has exceeded 27% over that of Loewe's classic Amazona.

For Loewe's past emphasis on historical sense, Jonathan Anderson is expressed in a very personal way.

He launched some "most people have never seen before," such as the 1905 dressing case, cowhide wrapped Retro Clock.

He integrated his personal style into the clothing series.

The Loewe men's wear series designed by Anderson often has a hermaphrodite style that he prefers. Women's clothing is devoted to the expression of modern women's self-confidence.

For example, in the autumn and winter series of 2015, his female models wore strong legs and wide leather shirts.