As always, the fashion industry is continuously evolving, especially at the moment where designers have to think outside of the box. However, for Loewe’s SS 2021 creative director Jonathon Anderson has thought inside of the box – quite literally.  

The Spanish fashion house has created an interactive way to bring fashion week to the guests whilst keeping everyone at a safe distance. The show-in-a-box contains a letter from Anderson and a look book of the collection along with an inspiration booklet. There are even fabric swatches and a record player, which provide more than a 2D experience to bring the collection to life.  If you’re a keen sewer you can even download the collection’s patterns and give them a go for yourself! This immersive experience proves fashion can and will continue throughout this uncertain time.

Show-In-A-Box contents

Loewe’s collection takes inspiration from circles and creates dramatic shapes with a warm colour palette. ‘The etiquette of dedication shapes a precise grammar of dressing that is both playful and poised’. Precise is an accurate word for the collection as each piece has fine details and deliberate shape, notably seen within the tailoring and cut outs. There are even several woven leather pieces within the men’s collection. These are hand crafted by Idoia Cuesta, a basketweave artist from Galicia.

Pieces from the women's precollection

Pieces from the womenswear pre collection were inspired by Noguchi lamps – giving them different lengths and volumes. This gives the viewer a striking display of shape, particularly seen in a blue maxi dress. Anderson continues to play with gathering, folding and draping the fabric to create exquisite silhouettes.  

Look 9 from the collection

Could this be the future of fashion week? For now it is an interesting approach, one that is more than just images and can transport the recipient to the clothing while at home. However, if you did not receive a box, you can still access the full collection on their newly launched website.


Check the collection out at

Jul 17, 2020

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