Loewe launches ‘Tales of Spain’ collection
The ‘casual and young’ collection from Loewe sees the classic Spanish brand attempting to reach a more youthful audience.
Over the past few seasons, British creative director Stuart Vevers (who has been at the brand since 2009) has worked to modernize the brand’s image while also exploring the company’s origins back in 1846 as a Madrid leather goods atelier.
Tales of Spain is Loewe’s latest attempt to spin this artisan tradition into a new contemporary capsule collection at a more accessible price point.
One of the ideas retrieved from the brand’s archives by Vevers is the 18th century ‘Mantón de Manila,’ a richly patterned hand-embroidered shawl featuring bird and flower motifs. Also reinterpreted and included in the Tales of Spain collection is Loewe’s ‘Mariposas’ or butterfly print, a major hit for the brand in the 1980s.
Scarves feature the iconic prints alongside a range of handbags (including a tote, a shoulder bag, and pouch-sized clutches). Additional accessories are available as bag charms, belts and bracelets alongside sunglasses, nail stickers and temporary tattoos.
The brand is also taking a leaf out of the Kenzo book (the Parisian label recently produced a line of hit jersey shirts) and will release a ‘Tales of Spain’ sweatshirt with the classic Loewe monogram.
Hitting shelves in May, handbags start from €990 euros and silk scarves from €295 and will be available in most of the brand’s flagship stores as well as online at Loewe.com.
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