LONDON--Stuart Vevers has cemented his new direction at Loewe by opening a boutique in London’s prime luxury spot: Mayfair. It's the brand’s first new store in Europe since 2002. Having just shown a collection of covetable sixties-shaped buttery leather coats in Paris, Vevers took the time to personally show us around the new store, emphasizing his vision of contemporary luxury (central to Loewe’s return as a go-to brand for all things leather).
The store's design, left in the hands of retail architect supremo Peter Marino (also behind Loewe's new concept flagship in Valencia), emulates a jewel-box shape. It seamlessly translates the brands’ trademark boxy accessories into a cove-like space filled with Amazona bags, some adorned with striking pink-fluro handles. Naturally for a luxury fashion house, the focus is on accessories, which means there's little room left for womenswear. However, some key pieces from the recently launched Icons collection will be on display.
It’s safe to say this marks Loewe’s successful arrival into global luxury high-ranks. Indeed, it's up there with Louis Vuitton and Hermes in its leather craft, still maintaining its conservative Spanish history yet subverting it into a technique more inimitable and relevant for now. With a successful stint at Mulberry, who could argue with Vever's notion of a “rougher luxury?"
125 Mount St, London W1. Loewe.com