Loewe launches first fragrances under Creative Director Jonathan Anderson

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Sep 16, 2016

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 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.