Get a Sneak Peek at Loewe's New Look Under Jonathan Anderson

The rebranding of LVMH's sleepy Spanish luxury brand has begun.
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The rebranding of LVMH's sleepy Spanish luxury brand has begun.
Loewe's New Logo and Packaging in Humo. Photo: Courtesy

Loewe's New Logo and Packaging in Humo. Photo: Courtesy

Jonathan Anderson (perhaps better known as JW Anderson) got a major career jumpstart last fall when LVMH presented him not only with a minority investment, but also a new job: He's now the creative director of Loewe, a somewhat sleepy Madrid-based luxury label known for its high-end leather goods.

The position opened up when Stuart Vevers left for Coach, and it was pretty clear that by going with Anderson — an "It Brit" known for his innovative, androgynous (and critically lauded) line JW Anderson — LVMH was looking to go in a new direction with Loewe. Now we have a first look at that direction: New branding designed by M/M (Paris) and new packaging in a color called "Humo," which you can see above.

So, nothing that revolutionary — yet. Anderson's first designs for the house will debut at the end of this month during Men's Fashion Week in Paris. According to a release, we can expect "tactile, streamlined bags," a "crinkled leather" trench, a "minimalist, ultra-light interpretation of the classic biker jacket," "the best cashmere jumper conceivable" and an "essential blanket." There will also be an accompanying ad campaign shot by Steven Meisel.

Meanwhile, JW Anderson now has a cool new London headquarters and its first CEO, Simon Whitehouse, who formerly held executive positions at Diesel and Matthew Williamson, BoF reported earlier this week. In other words, things are looking pretty good for the young designer.