The creative director of Loewe wants you to visit his new London store to learn, meet people and enjoy the art, some of which is shown here. The clothes are a bonus
Jonathan Anderson wants to recreate the feeling of home. Albeit in a grand, palatial way on the corner of Bond Street. For the new Loewe flagship London store, Casa Loewe, which opens this month, he is determined to build an experience that will cosset his customers, rather than intimidate them. “It’s not a fashion store,” he says, running a hand through his hair. “I mean, yes, that’s the purpose, but I want people to be able to go in. It’s this idea of ‘casa’ and changing the way in which we see stores. I feel like they are public places so they have to be able to educate as well – they cannot just be about taking.”
It’s a striking ambition, but Anderson has made a career of them: following a flunked attempt at drama school in the US, he graduated from the London College of Fashion and had a stint working at Prada. In 2008, he launched his menswear label and quickly became one of the hottest properties in the industry. An acclaimed womenswear collection followed in 2010, and a Topshop collaboration took him to the high street in 2012. The following year, at just 29, he was announced as creative director of luxury Spanish fashion brand Loewe. In 2015, his own label, JW Anderson, made history by becoming the first to win both men’s and womenswear designer of the year at the British fashion awards.