One of the world’s oldest luxury houses founded in 1846, LOEWE is launching their flagship store CASA LOEWE with an exclusive collection for the region in Dubai Mall on March 12th. Ahead of its launch, LOEWE released a lighthearted brand introduction film named ‘How To Pronounce LOEWE’ featuring influencers across the Middle East.
Celebrating the brand’s expansion in the Middle East, LOEWE plays on the brand name’s tricky pronunciation where entrepreneur Karen Wazen, Saudi beauty influencer Yara Alnamlah, Lebanese singer Dana Hourani, and Emirati twin style icons Mohammed and Humaid Hadban are captured at the moment as they try to spell out L-O-E-W-E. Donning the voluminous and pixelated forms of the SS23 runway line, the influencers try their best to pronounce LOEWE, and their antics are absolutely endearing to watch.
In between shots, signature pieces from the house and new season releases such as Little Puzzle Edge bag and Fold Shopper are interspersed in the campaign film, presumably a first glimpse at what will be available at the new store.
So, how do we pronounce LOEWE? Sticking to the theme of unique luxury house pronunciations, LOEWE is pronounced ‘Lo-weh-vay’ in three distinct syllables with more stress on the middle sound. If you are still confused, LOEWE’s latest film will help you and also put a smile on your face.
The new Casa Loewe Dubai opens on Sunday 12th March in Dubai Mall.
Explore the LOEWE SS23 Collection here.
