Loewe’s Jonathan Anderson has joined forces with director, producer and long-term friend Luca Guadagnino to create a short film entitled I Dreamt of Loewe, giving viewers a sneek peak into the Spanish house’s new menswear offering for SS24.
The cinematic creation – which only lasts a brief two minutes – is set in New York’s David Zwirner Gallery against the backdrop of the space’s recent exhibition, which notably features the work Echolalia, 2010 by Austrian artist Franz West. The connection between the artist and the luxury label becomes apparent when delving into the development of West’s aesthetic, which was largely created by manipulating mundane, everyday images in a unique and refreshing way. Given Anderson’s tendency to design collections which reimagine normalised subject matter to generate awe-inspiring creations – such as the pixelated garments, deflated balloon shoes and orchid-adorned dresses of AW23 – West’s place in this production is understandable.
The film follows five models – Andrea Isidori, Elliott McDean, Malick Anderson, Bruno Krahl and Adrian Smats – as they embark on a dream-like exploration of West’s extraordinary sculptures. Dressed in various garments from the upcoming collection, the video highlights key design elements including geometric silhouettes, elongated trouser legs and bedazzled sunglasses.
The menswear runway for SS24 is set to take place at Paris Fashion Week on June 24, as well as being live streamed on Loewe’s website and social channels. Watch I Dreamt of Loewe here.
