Loewe isn't just a luxury fashion brand. It's a cultural brand that has—since under the creative directorship of Jonathan Anderson—instilled an even greater importance on craft, including from realms outside of the traditional fashion sphere. Through its many collaborations as well as in-house collections, Loewe continues to give prominence the skill of the hand from within its own studios as well as from cultures around the world.
It may seem like a marketing spiel, this idea of a luxury fashion brand being more than creating products to sell. Yet, the proof is in the way Loewe operates. Its social media platforms delve deeper into how a product is crafted by showing a brief run through of the process, while collection notes often detail the craft behind each collection. Separately, Loewe has its annual Loewe Foundation Craft Prize showcasing and awarding the many different works of craft the world over.
Crafted World is in itself a collaborative effort. The exhibition was designed in collaboration with famed design studio OMA with each thematic chapter varying in interactivity and scale. "Born from the Hand", for example, tells the story of Loewe's evolution from its leather-making roots to its current contemporary fashion leanings as seen through the showcase of key products such as first-edition signature bags to costumes made in collaboration with Anthea Hamilton. "The Atelier" quite literally transports visitors behind the scenes to discover the many steps needed to craft Loewe's most iconic bags, with the journey ending with a two-metre-tall recreation of the Howl’s Moving Castle bag. Along the way, Crafted World offers plenty of surprises including knee-high exhibits thoughtfully conceptualised for children to interact with.
And once visitors are done exploring the six thematic chapters, a specially curated gift shop filled with exclusive merchandise and books, lets the magic continue at home. But that's not all. Crafted World continues onto the courtyard with a number of Galician artisan Álvaro Leiro's reinterpretations of the traditional, fringed Galician raincoats woven from reeds, straw and briar.
The free-to-public exhibition comes as Anderson hit his 10-year mark as creative director of Loewe last year—a rarity in today's climate of creative directors not lasting more than three years. Plenty of credit should be given to the man for reinvigorating Loewe into one of the most exciting luxury brands out there; as should the artisans whose works are the cornerstone of Loewe. Crafted World does just that.
Crafted World runs until 5 May 2024 at the Shanghai Exhibition Centre before making its way around the world.
