Loewe unveils new logo design by M/M Paris

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Michael Amzalag and Mathias Augustyniak of M/M (Paris) have rethought the logo and the packaging for the Spanish label Loewe. The duo are famed for their work across the worlds of fashion (from Givenchy to A.P.C.) and music (from Madonna to Bjork) and were inspired by the work of German typographer Berthold Wolp for the new logo. The Teutonic connection apparently hints at Loewe founder Enrique Loewe Roessberg’s German origins. 

M/M (Paris) also reworked the brand’s anagram logo (first created in 1970 by Spanish artist Vincente Vela), taking their inspiration from a 1919 book titled “Cattle Brands and Licensed Slaughterers.” The new logo and typeface will appear on brand-new pale gray boxes and bags.  

Guided by the concept of ‘Past, Present and Future’, Loewe is remolding its womenswear, menswear accessories and lifestyle options as part of a wider shake-up. New plans include a photo campaign by Steven Meisel and new art-driven store concepts. 

Creative director Jonathan Anderson, best known for his namesake J.W. Anderson brand, has also been working on new ready-to-wear options as well as streamlined takes on classic Loewe bags like the Amazona and Flamenco models. The brand will present its new men’s collection at the end of the month in Paris. 

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