Since he joined Loewe in 2014, Jonathan Anderson has reinvigorated the Spanish luxury fashion house with his fresh direction and clean, subtly avant-garde aesthetic. Besides a killer and consistently amazing ready-to-wear line, the label has also introduced a series of hit accessories, like the Puzzle bag and quirky Elephant bag.
Now, it appears that the fashion brand wants to make a mark in the beauty world too – a bold move that’s aligned to Anderson’s daring impetus so far. Anderson’s vision for Loewe is to “take a brand that operates in a luxury environment, and make it about culture. Make it a brand that articulates the period I am in now,” he told The Guardian.
Naturally, Anderson wanted to create a fragrance for Loewe. ‘This is a very personal project for me. I spent a lot of time working on it because it’s something I really believe in. Above all, I wanted the fragrance to feel credible, an organic extension of what Loewe stands for today,’ says Anderson.
Inspired by the idea of “the morning after” the new scent, coined Loewe 001, comes in two versions – Woman and Man, and is an interpretation of the “notions of purity and uncertain promise associated with the early hours following a first intimate encounter between two people,” according to the official press release.
The Loewe 001 Woman features a blend of bright, citrusy tangerine and bergamot, followed by a sandalwood middle section, with notes of jasmine and vanilla. For the men’s version, the same top and core notes come with undertones of cedar and musk.
The fresh, floral scent comes in a beautiful, minimalist package that features artworks taken by renowned German photographer Karl Blossfeldt, which were also adapted as prints in Loewe’s Spring/Summer 2016 collection.
Loewe 001 retails at $120 for 50ml and $190 for 100ml at all Loewe boutiques.