Loewe, the Spanish luxury leather brand owned by LVMH, made an impressive comeback at Milan Design Week with their unique project titled “Weave, Restore, Renew.” Led by creative director Jonathan W Anderson, the brand transformed the Isimbardi renaissance palace’s grand courtyard into a captivating exhibition showcasing sustainability, creativity, and commercial success.
Taking two years to complete, this meticulously curated project aimed to highlight Loewe’s longstanding commitment to craftsmanship with a sustainable and creative twist. The brand collected 240 old wickerwork objects from various parts of the world, including Europe, China, South America, and Japan. These objects, including baskets, bags, and satchels, were in poor condition but were given new life by Loewe’s skilled Spanish craftsmen, who repaired and reconstructed them using leather straps.
During Salone del Mobile, the regenerated products were beautifully displayed in the courtyard, accompanied by labels detailing their origin and the number of hours of work involved in their restoration. Priced between 1,500 and 3,000 euros, the items were a hit and almost all of them were sold out within five days, showcasing the commercial success of this sustainable approach.
Apart from the restored wickerwork objects, Loewe also showcased the ancient weaving technique of coroza, originating from Galicia in northern Spain. This technique involves using natural fibers like straw, reeds, and heather to create thick straw overcoats and hats for protecting riverbanks from rain. In the center of the courtyard, the brand displayed several examples of these overcoats, showcasing their commitment to heritage and reviving traditional craftsmanship.
Inspired by the coroza tradition, Loewe collaborated with designer and basketry specialist Álvaro Leiro to create a range of bags and baskets using the typical straw bangs. This collaboration further exemplified the brand’s dedication to merging tradition with innovation and sustainability.
In addition to the wickerwork and coroza displays, Loewe also featured the works of Korean artist Young Soon Lee, who is a finalist in the 2019 edition of the Craft Prize organized by the Loewe Foundation. Lee utilized her country’s traditional weaving technique called Jiseung, which involves using paper strings, to create a series of intricately crafted bags. By including the works of this talented artist, Loewe demonstrated their commitment to supporting and showcasing craftsmanship from around the world.
Overall, Loewe’s “Weave, Restore, Renew” project successfully merged wickerwork, craftsmanship, and sustainability at Milan Design Week. With their innovative approach, Loewe captivated audiences and showcased the regenerative power of handiwork. This exhibition exemplifies the brand’s dedication to creativity, heritage, and sustainability.
The article is relevant to the topic of sustainable fashion and craftsmanship. For more information on sustainable fashion, readers can visit the Fashion Revolution website. Additionally, for those interested in learning more about preserving and reviving traditional craftsmanship, the International Council of Organizations of Folklore Festivals and Folk Arts (CIOFF) website provides valuable resources.
