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Once the dark horse of Paris Fashion Week, LMVH-owned Spanish luxuriate LOEWE has swiftly risen to become one of the most sought-after tickets of the week—a demand attributed to creative director Jonathan Anderson’s delicious subversiveness and penchant for unconventional surrealism.
Without fail, Anderson emphasises the playful elements of design, with craft-focused intentions that not only colour outside of fashion’s rule book but rewrite its codes entirely.
LOEWE’s world is one of a mad genius. Here, grass grows out of shoes. Waxy anthuriums don’t just sprout from the ground but bloom over models’ chests. Things move at a perpetually hypersonic speed that when you pause the show, clothing appears blurred or frozen in perfectly pixilated time. It’s not a connection error, it’s LOEWE’s trademark.
This season, it’s apparent this digital motif will once again take shape in the collection. A preview released by the Maison earlier hinted at this very theme, with artificial moans and swelling synthesised strings soundtracking a short, 20-second hypnotic video of warped and distorted clips.
This season, we have the golden ticket inside LOEWE’s whimsical factory of fashion. A world of pure imagination, fully realised for our fantasy.
Taking place on Friday, September 29th at 11:30AM CET—or 7PM AEST if you’re in Sydney and 5AM EST should you be in New York—immerse yourself in LOEWE’s magic via the link below.
As for GRAZIA’s pre-LOEWE rituals? Our Fashion Features Editor Pema Bakshi will be watching the show directly from the ground in Paris, providing us with a French dispatch with all the highlights overnight. I plan to arm myself with my favourite Flamenco clutch and watch the collection through the rose-tinted lenses of my Ibiza-approved Flower Sunglasses.
As for your viewing set-up? You have 24 hours to decide… Happy watching!
