Jonathan Anderson continues to absolutely create art as the creative director of Loewe. The Fall 2024 menswear collection was absolutely stunning and delightful to the sight, with the audience adorned with star-studded faces such as the recently signed global ambassador Jamie Dornan, Manu Rios, and Omar Apollo. This collection was a certain homage to masculinity, featuring thick leathers, exposed torsos, and a beautiful nod to the simply elegant 90’s sneaker in lavender.

© Vogue Runway

Anderson collaborated with the American artist Richard Hawkins in the design of homoerotic imagery present in the collection, as well as the invitation. On the runway, there were several images of “the internet boyfriends,” featuring faces like Vinnie Hacker and Josh O’Connor. The window designs in the runway were done by using 1960s LOEWE designs by José Pérez de Rozas. Richard Hawkins created 12 videos in adoration of stunning men, whom Anderson quotes as the “algorithm of masculinity.” In a way, this runway was crafted as a love letter to our obsession with pretty boys in the media.

© @LOEWE Instagram

In a way, the runway was definitely very sexually charged, with half-naked models, thick sexy knits, and half done belts – a sort of laundry hanging from the clothing, as if the models just grabbed the first thing at hand. This in addition to the celebrity aspect. It’s no question that a big part of Loewe’s success is their use of social media, celebrity power, as well as imagery that is out of the ordinary. It’s interesting that when looking at this collection, it’s not just the runway itself; it’s a series of things where the whole aspect of social media comes into play.

Right before the start of the runway, the official LOEWE account on TikTok posted a video of Vinnie Hacker, a prominent gen z TikTok star, getting ready for the show. I believe that even though fashion week has become more and more an influencer event rather than an homage to fashion, no other big fashion house does social media quite like LOEWE.

© Vogue Runway

It’s interesting how Jonathan Anderson has implemented this grunge vibe, as well as the messy aspect, to the brand. The honesty in it, I believe, lies not only in displaying what we all aspire to with the imagery but also in how it’s no longer about luxury; it’s about the mess of life that, in a way, is a pretty mess.

The playful and eclectic design of the textiles, as well as how colorful this collection is, shows us that maximalism will be carried well into 2024, and monochromatic designs are not what is standing out. As Anderson continues to grow with LOEWE, our expectations continue to grow. However, based on what we see on social media and its imminent success, I am absolutely sure that there will be more unique collections coming out, and Jonathan Anderson is only getting started on the peak he can reach by pushing LOEWE’s limits.