In a departure from traditional fashion shows, Jonathan Anderson transformed the historic Hôtel de Maisons in Paris into an all-day, multi-room exhibition for Loewe's A/W 2025 collections. This unique event combined new designs with past inspirations and collaborations, creating an immersive experience that celebrated both innovation and tradition. The presentation featured surreal installations and interactive displays, offering guests a deeper connection to the brand’s artistic vision.

A Timeless Scrapbook of Creativity

The designer reimagined the 18th-century mansion as a living scrapbook, blending old and new elements to create a narrative of memories. Guests wandered through rooms filled with theatrically posed mannequins and carefully selected artworks, evoking a sense of nostalgia and discovery. Each space showcased a different aspect of Anderson's creative journey, from oversized fruits to intricate sculptures, inviting visitors to explore the rich tapestry of his influences.

This concept of a scrapbook not only informed the event's layout but also deeply influenced the A/W 2025 collection. Anderson drew inspiration from his own archives and the works of contemporary artists, weaving together a collection that felt both familiar and fresh. The garments were characterized by exaggerated proportions, tactile materials, and innovative prints, all while maintaining a strong emphasis on craftsmanship. The designer's collaboration with the Josef & Anni Albers Foundation added another layer of depth, with vibrant colors and textured fabrics paying homage to the pioneers of modern art.

Celebrating the Present and Honoring the Past

The event was more than just a showcase of clothing; it was a celebration of community and shared experiences. Over the course of a rainy day in Paris, fashion editors, celebrities, and friends of the brand mingled amidst the art and design, creating moments of spontaneous interaction. The atmosphere was one of reverence for the past, yet there was a palpable energy that focused on the present and future of Loewe.

Anderson's interest in surrealism shone through in various installations, such as a giant apple dominating the drawing room and inflatable acrobats climbing the staircase. These whimsical elements underscored the designer's commitment to pushing boundaries and challenging conventions. By bringing together diverse artistic expressions, from ceramics to sculpture, Anderson crafted an environment where every detail told a story. Ultimately, this extraordinary event highlighted the enduring legacy of Loewe under Anderson's direction, celebrating the brand's dedication to creativity, craftsmanship, and collaboration.