New products / Fashion house - 1/9/20
LOEWE releases the Eye/LOEWE/Nature Spring Summer 2020 collection of technical menswear inspired by the great outdoors with a series of photographs by Gray Sorrenti of the British actor Josh O’Connor hiking through misty valleys of ancient bamboo groves and cedar trees in the foothills of Japan’s Mount Fuji.
‘I think Eye/LOEWE/Nature shows how I see the LOEWE man: he is kind of day-to-day, but at the same time wants to experiment. In a weird way there is a conservatism to him, but there is an eccentricity inside,’ says creative director Jonathan Anderson.
This duality of character is reflected in the locations of Gray’s photographs, where the LOEWE man escapes Tokyo’s thickets of neon and noise to find solace in the forests and rivers of the Fuji-Hakone Izu National Park where he camps overnight after canoeing Lake Aishi with Japan’s iconic Mount Fuji in the background.
Many pieces within Eye/LOEWE/Nature weave in a variety of organic and recycled fabrics, and as such the collection acts a laboratory for the house to explore more sustainable practices. For every product sold, LOEWE will donate 15 euros to enviromental causes.