Loewe grows plants on clothes in its SS23 collection
Coat from Loewe's Spring-Summer 2023 collection, unveiled on June 25, 2022, during Paris Fashion Week Menswear (© Loewe)
The Spanish brand Loewe questions the links between fashion, technology and nature in its latest men's collection, unveiled during Paris Fashion Week in June.
By Ludmilla Intravaia
To merge "the real and the digitally reproduced, nature and technology", such is the “mind-expanding” perspective chosen by the creative director of the house Loewe, in his Spring-Summer 2023 collection, unveiled on June 25, during the Paris Fashion Week Menswear.
To do this, Jonathan Anderson collaborated with the Spanish bio-designer Paula Ulargui Escalona, concerned with reconnecting humans with nature, through clothing. Her goal: "Creating garments where the human body is the support for nature to grow, live and create its lifecycle", in order to "raise awareness of today's needs to create a more conscious, balanced and sustainable fashion industry”.
Sweatshirt from Loewe's Spring-Summer 2023 collection, unveiled on June 25, 2022, during Paris Fashion Week Menswear (© Loewe)
The duo has grown plants on sneakers and clothes, including coats, sweat pants and jeans. Images : © Loewe.
Loewe used chia and chamomile, the seeds of which were prepared in Spain by Paula Ulargui Escalona, before being sent to France, to the brand's team.
The plants were grown in a polytunnel (a greenhouse made of tunnels), on the outskirts of Paris.
"The idea is that over time the pieces merge with nature", specifies the press release of the Spanish brand which explains that the plants "took 20 days to reach the desired level of growth", requiring "regular watering and maintenance to ensure a runway-ready appearance”.
Loewe also presented coats, decorated with technological vestiges, such as cable cords, phone cases or headphones.
Coat from Loewe's Spring-Summer 2023 collection, unveiled on June 25, 2022, during Paris Fashion Week Menswear (© Loewe)
Screens showing birds in flight or moving fish were incorporated into outfits, while many models sported face masks on the same principle. Images : © Loewe.
Watch Loewe SS23 show below.
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