By Bethany Berkeley
Courtesy of Loewe
LOEWE's AW24 collection, presented during Men's Fashion Week in Paris, was a whirlwind of masculinity reimagined.
Creative director Jonathan Anderson, in collaboration with LA-based artist Richard Hawkins, delivered a show that transcended the boundaries of traditional fashion, offering a vibrant tapestry of characters and styles.
Gone are the days of singular looks and defined silhouettes. Instead, Anderson embraced the multifaceted nature of masculinity, presenting a diverse array of characters that defied convention. From leather-clad bikers to tracksuit-wearing artists, each look told a unique story, challenging viewers to redefine their perceptions of manhood.
Courtesy of Loewe
Anderson's penchant for blending the luxurious with the unexpected shone through. Tailored trousers were adorned with playful kitsch patches, also seen on hoodies whilst classic trench coats received a punkish makeover with knitted sweaters attached to them. Leather, a Loewe signature, took on new forms, draped fluidly in trench coats topped with oversized bows, button-up shirts, and shorts or sculpted into eye-catching accessories like bags and boots.
Hawkins's artistic vision played a pivotal role in the collection's narrative. His signature collages, featuring fragments of pop culture, classical motifs, and homoerotic imagery, adorned the show space and were even incorporated into the garments themselves. Whilst the show's digital screens presented a flirtatious narrative, featuring brand ambassadors like Jamie Dornan gazing at themselves on the monitors, adding a touch of self-aware humour to the proceedings.
The LOEWE AW24 collection is a bold and innovative take on men's fashion. the collection celebrates individuality, challenges conventions, and redefines the way we think about masculinity.
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