June, 12th, 2014

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Truth is. It’s a dilemma for any fashion/luxury house to build on the its heritage to remain modern: legacy meets contemporary is key. A very difficult exercise. The 1846 @Loewe [pronounce it: Lwévé à l’espagnole] brand revamped its signature as an homage to Berthold Wolpe’s work and german origins of founder Enrique #Loewe Roessberg.

Frankly the work by @MMParisdotcom did not convince me. The chassé-croisé between the old [left] and the new [right] embraced a lighter new logo and a chunkier new font creating a sensation of “cheap”. Herein lies the hic. The chunkier logo and lighter espacé font of the old one breathed both La Autentica Emoción Real, the Casa de Bourbon one. It felt beyond luxe. All noblesse and sang bleu. Besides Loewe is all about maroquinerie which is chunky. Paradoxically, the M/M logo has the chunky in it. Cherchez la femme ..

I am surprised at @LVMH_official that nobody objected to the new creative director Jonathan Anderson about that nuance. All luxe brands have the chunky in their logo. Chunkier logos convey the aspirational. From @Hermes to #SaintLaurent ..

Alas, the Spaniard Lion [Loewe is a variant of Loeb in German) losts his panache and abdicated.

#branding #modediplomatique