Welcome to The Director’s Cut, an interactive column featuring fashion, beauty and career advice from RGNN Director and Founder, @isabelevabohrer.
Back in 2011, when I was just starting out as a journalist, I remember stopping short on Madrid’s Gran Vía. A series of larger-than-life bronze and gold prawns were covered in rose, magenta and cream-colored handbags. It was the window display of the then Loewe flagship store, and the accessories were the Amazonas and just re-edited Flamenco bags.
Bloggers, who were complaining about Spain’s lack of creative window displays, compared Loewe’s prawns to the store decors of Paris for the first time. If you’re curious and want to see photos, you can still find them here.
Loewe has come a long way since 2011 – in Madrid, quite literally, – now, its flagship store is in an even more prime location on Calle Serrano, just at the crossroads with Calle Goya.
This holiday season, the brand has gone above and beyond with their decor. Illuminated penguins climb up and down the facade, so even the term ‘window display’ does not suffice. The inspo? The spring/summer 2024 pre-collection, a collaboration with the Kyoto-based ceramic studio, Suna Fujita.
Founded by Shohei Fujita and Chisato Yamano, Suna Fujita centers its ceramic creations around miniature plates, teapots and cups, decorated by hand with stories of the imagination. The penguins, panda bears, lemurs, otters, mandrake roots and their human friends have now made it to bags, accessories and ready-to-wear pieces for the Loewe x Suna Fujita collab.
The Hammock, the Puzzle, the Flamenco and the new Loewe Font Tote… you’ll find the animals embroidered on leather, trekking up straps and peaking through the linings.
Some of my personal favorites include this bicolor bag strap, inspired by a lemur’s tail, and this khaki teddy coat (which by the way, quickly made me realize how difficult it is to shoot a selfie of the animal embroidery on the back).
But it’s not only about the cute factor. All the pieces are artesanal and for every Loewe x Suna Fujita purchase, a part will be donated to Save the Children’s Education in Emergencies program. Specifically, the corporate alliance seeks to protect the fundamental right to education, supporting children and adolescents in zones of conflict or crisis; no matter who you are, where you live or what is happening around you, you should be able to receive an education. It’s a move among numerous luxury brands to give back, especially during the holiday season, to humanitarian causes.
The Loewe x Suna Fujita collection is available in stores and online at loewe.com. If you are in Madrid, you can stop by the Loewe store on Calle Serrano 34. The holiday decor is best seen at night, just when the sun has gone down.