LOEWE’s FW25 campaign fuses craftsmanship and art with Jonathan Anderson’s vision, elevating fashion into a cultural manifesto.
The new FW25 campaign from LOEWE arrives steeped in symbolism and in a dialogue between art and fashion that transcends the purely aesthetic. Far from simply presenting a collection, the Spanish house, led until now by Jonathan Anderson, proposes a reflection on how craftsmanship and art can coexist within a single object, creating pieces that are both wearable and contemplative. The collaboration with the Josef & Anni Albers Foundation is no mere cultural gesture: it is a manifesto. Josef’s geometry and Anni’s experimental textiles become tangible surfaces, colours translated into texture, a visual language now ready to be worn.
What is remarkable about this proposal is that LOEWE does not settle for looking back at the history of art, but reinterprets it with contemporary rigour. The coats, bags and accessories display a meticulousness that goes beyond decoration: every seam, every finish speaks of a craft process that feels more relevant than ever in a world saturated with fast fashion. The sculptural character of the Puzzle, Madrid, Flamenco and Amazona bags confirms that the house’s identity remains rooted in material excellence, while new shoe silhouettes such as the Toy mules and Comic sandals underline its constant pursuit of innovation.
From a fashion expert’s perspective, what stands out most is how this collection balances two opposing forces: the rationality of the Albers’ geometric art and the emotion stirred by clothing. This is not a proposal for everyone, but for those who understand that garments can serve as an extension of an artistic discourse. And it is here that LOEWE reasserts itself as a cultural brand, beyond seasonal fashion.
Furthermore, the decision to link this campaign with social projects in Senegal adds a value few luxury houses dare to uphold with consistency. It is not just a marketing gesture, but a way of connecting aesthetic experimentation with real impact on communities that also practise craftsmanship as a livelihood.
This final chapter of Anderson’s tenure at LOEWE is both a coherent conclusion and a turning point. It connects with his legacy of experimentation, while also opening the door to a new stage in which fashion is cemented as applied art. And in a market where collections succeed one another at dizzying speed, FW25 achieves something rare: it stops time and compels us to look closely.
