Scents and sensibility: Jonathan Anderson’s first Loewe perfumes return the brand to square one
Since LVMH appointed Jonathan Anderson as creative director at Loewe in 2014, the plaudits have landed thick and fast, as the thirtysomething from Magherafelt in Northern Ireland has taken the once-staid Spanish luxury brand and given it an infusion of cool.
Having reinvented its men’s and women’s fashion lines and begun to revamp its retail spaces, he has now turned his attention to perfume – potentially the biggest earner of them all. Anderson’s concept for 'Loewe 001' is clear enough. ‘The name indicates a new start for the brand,’ he says. ‘Loewe has done perfumes since 1947, but this is the first time perfume and fashion have been combined.’ Indeed, up to now Parfums Loewe has been a separate company, with its own separate website, and it’s easy to guess that Anderson has been itching to integrate the two. Developed in collaboration with Parfums Loewe’s in-house perfumer, Emilio Valeros, 'Loewe 001' comes in two versions, '001 Woman' and '001 Man', bucking the current unisex trend. Both are stylish scents, designed to complement each other.
‘I wanted the perfumes to be on the tipping point between masculinity and femininity,’ says Anderson, ‘so you could wear your girlfriend’s perfume or she could wear yours.’ Anderson is a relative newcomer to the world of scent (he still references 'CK Crave' as a personal favourite – ‘the one with the guy with long hair and the amazing body’), and where '001' really scores is in its design. The simple, restrained bottles have ash-wood tops, and the elegant boxes, by regular Anderson collaborators M/M (Paris) with paper from James Cropper, cleverly open like books, decorated with beautiful botanical photographs by Karl Blossfeldt.
INFORMATION
For more information, visit the Loewe website
Photography: William Bunce. Set design: Bryony Edwards
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
-
‘LA Gun Club’: artist Jane Hilton on who’s shooting who
‘LA Gun Club’, an exhibition by Jane Hilton at New York’s Palo Gallery, explores American gun culture through a study of targets and shooters
By Hannah Silver Published
-
Kim Jones’ Dior Men accessories channel the rebellious spirit of the Buffalo Collective
Agitator and establishment meet in Kim Jones’ S/S 2024 Dior Men accessories, inspired at once by the house’s history of haute couture and Ray Petri’s 1980s Buffalo Collective
By Jack Moss Published
-
Hotel Rakuragu is a tiny but mighty modern escape in Tokyo
Hotel Rakuragu, brought to life by Kooo Architects, lies within an 80 sq m plot in the area of Chuo-ku
By Danielle Demetriou Published
-
Home fragrances to reset the mood of your living space
These home fragrances will refresh and reset your living space for the year ahead, with scents by Frédéric Malle, Celine, Diptyque, and more
By Hannah Tindle Published
-
Summer perfumes that transport you to a dream vacation
Take a trip around the world with these unisex summer perfumes inspired by Californian beaches, Ibizan parties, Mexican jungles, and more
By Mary Cleary Published
-
Loewe Earth is your new go-to autumn perfume
Loewe Earth, the latest edition to the brand's Botanical Rainbow range, is a truffle-infused fragrance suited to the transition into colder months
By Mary Cleary Last updated
-
Smoke out the best cannabis candles and marijuana-inspired home fragrances
Light up (a candle) and enjoy the smell of cannabis with these marijuana-inspired scents
By Mary Cleary Last updated
-
Jonathan Anderson on Loewe's new home fragrances
Loewe's creative director discusses the brand's plant-inspired interior scents
By Mary Cleary Last updated
-
Loewe's perfumer on the creative process behind Paula's Ibiza
In an exclusive interview, Loewe perfumer Nuria Cruelles discusses the process behind the brand's Paula’s Ibiza fragrance
By Mary Cleary Last updated
-
Skin tight: leather fragrances are having a moment in the spotlight
By Aimée McLaughlin Last updated