Pin It
Various boxes in Loewe Humo colour with the rebranded logoDamien Ropero

Here's a first glimpse of J.W. Anderson at Loewe

J.W. Anderson's revamp of the LVMH house starts with the basics: its logo

Curious about what J.W. Anderson's reign as creative director of Loewe will look like? LVMH has just released a first look at the Irish designer's vision for the 168-year-old brand, as well as a teaser of what we can expect from Anderson's first ever presentation for the label during the Paris menswear shows this June. 

First up: the logo. Anderson tapped Michael Amzalag and Mathias Augustyniak of design duo M/M (Paris) to revamp the logo of the Spanish house. The classic serif logotype has been given an austere Germanic twist with a nod to the German roots of founder Enrique Loewe Roessberg. (For the record, this is what it used to look like.) The famous anagram, originally designed in 1970 by Spanish painter Vicente Vela, has also been pared down into a more streamlined look. 

Anderson also has his sights on injecting Loewe's womenswear and menswear offerings with his signature high-functioning minimalism. A press release from the brand promises key items that will make up the new Loewe universe: a crinkled leather trench coat, a classic biker jacket and a cashmere jumper and tailored shirt – or, in Loewe's words, "meaningful items for different areas of life, as necessary as they are desirable, characterized by superior manufacturing, pure form and high grade".

Last September, LVMH announced that it had appointed the Irish designer to take over from Stuart Vevers, who left to replace Reed Krakoff at Coach. We've heard little else from the house since Anderson took over – he's been busy too, what with appointing a CEO for his eponymous brand – so consider this a little taster of what he has in store for Loewe.

Watch Anderson talk about his creative process in our video interview: