Loewe launches first fragrances under Creative Director Jonathan Anderson

Translated by
Nicola Mira
today Sep 16, 2016
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Spanish fashion label Loewe, owned by the LVMH group, launched its first fragrances developed under Jonathan Anderson, the brand's creative director since 2014. The feminine/masculine fragrance duo is called 001, and evokes "the fragile promise of the hours that follow the first embrace."

The Loewe fragrances (€110 for 100 ml and €70 for 50 ml) - Loewe

The scent of Loewe 001 for woman begins with a mandarin and bergamot top note, then reveals a sandalwood middle note, to end on a base note blending jasmine and vanilla. The men's version combines the same top and middle notes with cedar and musk.
"For me, this is a highly personal project. I have dedicated much of my time to it because I believe in it. Above all, I wanted the scent I imagined to be credible, to be the natural extension of what Loewe represents today" explained Jonathan Anderson.

To give the scents a visual identity, Loewe used pictures by German photographer Karl Blossfeldt, whose flower images were printed on the clothes of the fashion label's Spring/Summer 2016 women's collection.

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