As the fashion world has turned to digital fashion weeks to keep the momentum going, Loewe’s Show In A Box has shown us a brand new interpretation of fashion in the age of COVID-19. Creative Director Jonathan Anderson has curated a 10-pound box to reveal the brand’s Spring/Summer 2021 men’s, and women’s pre-collection. The collections were unveiled online on 12 July on Loewe’s Instagram handle and official website, and the box was delivered to friends, collaborators and the press.

https://www.instagram.com/p/CCjT42Fn9CY/?utm_source=ig_embed

The show-in-a box presents itself in an archive format, translating the entire creative process of the designs into a multisensorial experience, from the initial inspirations to the show setting. The box is segregated into 12 sections, the first one being a ‘A Letter From Jonathan’. It then walks us through the inspirations, silhouettes and patterns for the looks, profiles of the Loewe team, the sound of Loewe’s Spanish factory (captured on a vinyl record), and the show’s invitation.

https://www.instagram.com/p/CCiv2oAgIzG/

Loewe also gifted its audience with a pass to attend the online version of the show. The contents of the virtual show include a musical introduction from Kindness, a video about the art of shibori, a Japanese cotton dyeing technique, a performance by harpist Ahya Simone, a tour of Loewe’s factory in Getafe in Madrid, a virtual dinner with Jonathan Anderson and photographer Tyler Mitchell, and much more.

https://www.instagram.com/p/CCj3805JFdz/

“I’ve been doing shows for 10 years and I found it way more therapeutic to do it in a box,” Jonathan posted on Instagram. Being a trustee of world-famous institutions like the Victoria and Albert Museum, his perception of art has led his creative direction at Loewe.

https://www.instagram.com/p/CCjcYNppdtt/