Most Impactful Designer Fashion Collection Reveal of 2021: The Loewe Show Has Been Cancelled.
You’ve read the title right. Amidst puppet shows, video games and other over-the-top designer fashion collection reveals in quarantine times... The most impactful collection reveal became the show cancellation. Loewe’s Creative Director Jonathan Anderson decided not to showcase the AW21 collection at Paris Fashion Week.
You may be confused at this point. How can this be the loudest reveal in designer fashion world when there is no reveal? The truth is...There is. The cancellation of the show is the show itself. As the grand reveal of their AW21 collection, Loewe presented it within a newspaper supplement announcing cancellation of the show, which was distributed with many international news publications such as the New York Times and The Times.
In the year when everything moved to digital, presenting a new designer fashion collection in print is a bold move, an unexpected one and thus something to be spoken about. In their statement, Loewe says that ‘Fashion is about a moment in time, inherently connected to a daily newspaper, which serves as a record of the “now”’.
In its essence, Anderson names fashion to be both ‘a part of culture, and, in itself, pop culture’, comparing online rapid consumption of culture through social media with longevity of it when using print media as an outlet. ‘Often showcased online, or via social media, those images however can be fleeting. Conversely, there is a tangibility to a news-paper, giving the fantasy of fashion a physical presence. You grip a newspaper, you turn the pages.’
The message Anderson wants to send through this collection and the way of its reveal is that Loewe won’t build its appeal on exclusivity. Revealing it through the newspaper for the masses instead of a specific audience elevates the concept of ‘popular’ that is frowned upon in designer fashion industry.
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