Upcycled, recycled and organic, creative director Jonathan Anderson's new collection for LOEWE's more adventurous sub, Eye/LOEWE/Nature is finally here for SS21.
Following in its success with the launch of its fifth season, LOEWE's environmentally responsible Eye/LOEWE/Nature label goes lightweight with pieces that are devised solely for one to dive into nature.
The workwear inspired mens collection is created with a trajectory to raise an awareness in sustainability, waste and environmental responsibility, spotlighting the endless possibilities that lie in reusing and repurposing resources in the fashion industry.
"We focused on both recycling and upcycling, with the final goal of being as sustainable as we can. Reusing and repurposing what has already had a life is not only a way to produce less and therefore cause less harm, but also a way to reassess craft, which is quintessentially LOEWE. Using existing sources gives uniqueness and warmth to each piece. Using recycled fabrics and yarns is a relief for nature," says creative director Jonathan Anderson.
The collection is inspired by nature and habitat with a focus on materials that are organic and repurposed - with reversible jackets made from vintage Mexican carpets, parka jackets from patchworked vintage quilts, lightweight hooded summer jackets from vintage parachutes and military jackets cleverly transformed into bermuda shorts. The collection also places emphasis on practicality, including pieces with integrated backpacks, recycled packable nylon bags and shoes, scarves and accessories designed for functionality as well as daily wear.
The creative director states “LOEWE at its most pragmatic, with an inspired eye.” Anderson believes the bi-annual collection has “a timeless aura and playful practicality that sprout from an everlasting feeling of connection with nature.”
LOEWE further underscores its values in environmental responsibility by launching the initiative to donate 15 euros to "A CASA for birds" a project aimed at creating and supporting semi-natural habitats endangered wildlife.
LOEWE's playful new campaign for Eye/LOEWE/Nature is captured by photographer Gray Sorrenti featuring The Crown actor, Josh O’Connor captured in the desert of Baja California in Mexico, where O'Connor embarks on an solitary adventure, immersing in nature and connecting as one.
The full collection is available now on loewe.com
