Anderson Joins LVMH To Rebuild Loewe

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In the spring of 2015, the men's wear show in the backstage, can be judged by the clues that Anderson is a rising designer.

The rising star of the rising sun occupied a place in the European luxury group at the age of 30 at the age of hard work.

The young fashion editor wears a gorgeous coat and a black sportswear.

Because the venue is a military training center in central London, there are also all the camouflage equipped soldiers.

More importantly, this is the first show of Anderson, because the LVMH Group acquired the shareholding of his company and arranged for him to be the creative director of Loewe, so it must be more crowded than before.

Anderson has a large loyal followers in London, where his clothes are sought after by more adventurous fashions, such as blogger Susie Bubble and street style star Yasmin Sewell, whose clothes are sold through the store Dover street market (Dover Street Market) and LN -CC.

Anderson is only concerned about the new Loewe headquarters in Paris.

The men's show should be displayed on the 11 day from now, but at present it is still a construction site.

The instinct of reform enabled Anderson to re-establish the way in which he controls every detail of traditional brands.

At the same time, he is still thinking about how to deal with the sudden challenges and opportunities of his career.

In the past, Anderson and Loewe were not the most predictable match. The Spanish royal family favored the 168 year old Madrid mansion and a 30 year old London designer from Northern Ireland.

However, Anderson has hinted at the real scope of his talent and ambition.

He spent four years as the creative director of Sunspel, an old-fashioned British cotton manufacturer, where he succeeded in integrating his fashionable allure into T-shirts and 1950s style underwear.

And the Versace 's Versus label he designed in 2013 had unconventional sex appeal, and his design had a taste of no one else.

"This

"He is versatile," said Pierre-Yves Roussel, chairman and chief executive of LVMH fashion group, and LVMH's descendants and bole Delphine Arnault, referring to the brand of investment Anderson in the summer of 2013.

"Building a brand requires more than being a special artistic director," Roussel said.

"You need a forward-looking and excellent way of looking at problems 360 times.

Jonathan has all this, and he knows how to deal with a large group of people, and can really think in a globalized way.

Not many people can have all these characteristics.

LVMH Group acquired a minority stake in J.W.Anderson in September 2013, and soon began to expand its creative and business team.

"We grew very fast," Anderson said. "You need a lot of money to do that."

Taking over Loewe is not part of the original agreement, but when Roussel mentioned that he needed someone to lead the Spanish Company, Anderson seized the opportunity.

"I did this because it was a different type of challenge," Anderson said. His job application was in the form of elaborate books.

"It's all about shape, aesthetics, ethics, culture, fabric, touch and emotion.

It's brilliant, "Roussel said." he didn't discuss Loewe's position with other people.

Jonathan is an obvious choice.

One of the key components of Anderson's keynote is Italy Vogue, which was taken by Steven Meisel in 1997. The main models are Kate Moss, Amber Valletta and Maggie Rizer, showing them walking on the beach.

"For me, it's Loewe," Anderson used in his first Loewe advertising series to use these classic models.

"I said honestly," this is mine.

".

His vision of brand comes from an hour's conversation with Roussel.

This is instinctive and very personal, inspired by his childhood holiday memories at Ibiza holiday home.

"Many of my fashion quotes come from these trips," he said at a coffee shop in North London.

"I sat on Agua Blanca beach, and I saw that culture is such an expectation and freedom."

Anderson wore a retro suede and Loewe logo bag to Ibiza last spring, watching it wear away from the sea and beach.

"I think this is why this bag is perfect," he said.

"Because, fundamentally, it is made by this culture.

That's how it works. "

Anderson likes to talk, and in the past eight months, he has had a stomachs to keep silent about his Loewe plan.

To reboot a brand, you must let people forget what it is.

So I want to change everything: space, logo, coat hanger.

I do not want to see this coat hanger, I hope it is something else, so it took three months to develop, we are right to do so.

I have always been able to control the whole process.

"Wei"

Art director Mathias Augustyniak and M / M (Paris) Michael Amzalag, known for their intelligence and illustrative methods to create fashionable books and magazines, were invited to guide Loewe in all aspects of the new visual image.

They began redesigning the four "L" signs for logo and store decoration and used as brand leather.

In June of this year, Anderson posted his personal Instagram account and announced the logo of the redesigned logo.

"I like the immediacy of Instagram," Anderson said.

"My inspiration is really my train of thought.

If I run into something that makes me really excited, I can't put it down. "

It is this immediacy from the heart that Anderson wants to wake up the once sleepy brand.

After a day's introduction of men's wear, Loewe's new website was formally launched, with nearly 100 visits to men's and women's wear.

(no wonder many bags are for men and women.

The store has several weeks' stock.

Anderson likes to act quickly to "beat the elements of boredom," he said, though it is unclear whether he means the consumer is still his own.

Boredom is often the creative driving force of compulsion. Anderson was born in Magherafelt, a peace Town in Northern Ireland.

His mother was an English teacher. In his elementary school, his father was captain of the national football team of Ireland.

After growing up, Anderson turned to fashion as a way to change.

"I will buy these magazines and be very addicted," he said.

He loved to play. He went to the National Youth Music Theater in London when he was a teenager and went to Washington to study theater.

But after the poor Juilliard Music Academy auditions, he went back to the Juilliard department store for sale.

He returned to England to study in London Fashion College to learn men's clothing, but he himself admitted that he was not the most thoughtful student. He invested most of his energy in Prada. He took part time status as Miuccia Prada's right hand in a dress display, Manuela Pavesi, who was responsible for showing models and display windows.

When he graduated, the work of setting up J.W.Anderson has begun.

After a week's introduction of Loewe men's wear, we meet again, this time in western London, where Anderson sees acupuncture and moxibustion trying to quit smoking.

He didn't work. He said he ordered a cigarette, but there was no way to help him relax.

He just returned from his Loewe brand dinner in Madrid and inspected the bag made by his leather craftsman.

He admitted that this was the most intense thing for him.

"Loewe has received so much goodwill in Spain.

They think this is their only luxury brand, so they protect it very much.

I have changed the logo, but they are very supportive. "

The evaluation of men's clothing series is not only an absolute ecstasy, but also praised from advertising activities to the product itself.

The only criticism so far is about his use of MECCANO. One reporter pointed out that Balenciaga had done something similar recently.

Before that, Anderson said, what he thought most worrisome was that some critics didn't pay attention to it: "I didn't pform clothes; I reinvented editors."

But he has pferred to the Loewe dress show.

The men's wear series is just "a good warm-up," he said.

"Women's clothing is more difficult to compete in the market," he explained. His clothing series is "compared to men's clothing, this is a different chapter, but still optimistic about this."

"

Next his itinerary is Loewe's retail space.

He will fly to Tokyo to supervise the pformation of Omotesando shop, and then to Miami, where he works with British Museum. He plans to install a non existing Spanish granary in Loewe store to accommodate a large series.

"Work is an addiction," he said of his precise and compact schedule.

"I've been doing too much.

This is my nature. "

He recently reviewed 1700 products on a single day, but he still insisted on taking over Loewe.

In collaboration with LVMH, he expanded the designers of Loewe and J.W Anderson on both sides: "you can't work without a large team at this level."

He will get all the help he needs.

Since the announcement of the LVMH group, the purchase of J.W.Anderson has increased by two times.

London boasts the independence and capricious nature of its designers. Some rising stars worry that cooperation with the group means giving up their creative autonomy or pferring energy from their brands.

But from the beginning, Anderson has always imagined selling his brand day.

"I and LV