The great outdoors takes centre stage in Loewe’s new men’s collection

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Barbara Santamaria
today Jan 10, 2020
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Luxury brand Loewe is expanding horizons with a menswear collection dedicated to technical and functional garments for the outdoors. Designed by creative director Jonathan Anderson, the Spring Summer 2020 collection is titled Eye/Loewe Nature and represents a new design direction for the LVMH-owned brand. In addition to providing a platform for the British designer to broaden his vision of masculinity, the collection sees the brand step into the world of outdoor clothing from a luxury perspective.

Eye/Loewe/Nature is Loewe's menswear collection for Spring Summer 2020 - Loewe

“Anyone who lives in a city will know the feeling of having been there too long,” said British writer Robert McFarlane. A sentiment that runs throughout the collection designed for the ‘modern explorer’ who wants to leave the city life behind to see the world. Indeed, Jonathan Anderson said the latest collection shows how he sees 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 eccentricity inside.”
A series of photographs starring British actor John O’Connor, captured by photographer Gray Sorrenti on an adventure through the misty foothills of Japan’s Mount Fuji, show a colourful collection that includes workwear jackets, zip-up fleece jumpers with psychedelic camouflage finish, cotton t-shirts made in Portugal, cargo trousers and a selection of accessories such as backpacks, mini bags, tote bags, caps and belts. Launching this Thursday, the range also features waterproof parkas and shoes in vibrant tones. This is the third menswear collection launched by Loewe in the space of a year.

UK actor Josh O'Connor fronts the campaign photographed by Gray Sorrenti - Loewe

Made using organic and recycled fabrics, the collection has served as a lab for Loewe to explore more sustainable practices, as well as introduce ‘Eye’ - the new logo designed by Parisian agency M/M. With prices starting from 220 euros for a belt or cap to 690 euros for a jumper or 950 for a tote bag, the collection is relatively more affordable than previous offerings. Loewe said it will donate 15 euros to the protection of the environment for every product sold.

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