For its Spring Summer 2023 Collection, LOEWE presents a thoroughly-imagined balance between nature and technology – a clever juxtaposition that entices new perspectives.
Imagine grass growing on cloth and animals flourishing in their habitat with humans kissing in the background. This is how LOEWE takes into account nature and technology on its Spring Summer 2023 Runway Show – a collection that provides a different perspective on how mind-expanding it would be if nature and technology come into one picture.
To showcase the wonderful fusion of the organic and fabricated, a bluntly affirmative matter-of-fact tone is presented by LOEWE for its Men’s Spring Summer 2023 Runway Show. To do this, shapes were reduced to their archetypal crudeness, standardized, and then creatively inflated, shrunken, sliced, and then purposely kept as they are.
Staple items, like the bomber, hoodie, sweatshirt, polo, shirt, track pants, shorts, waxed jacket, and parka that are made in padded Nappa or ozone-treated cotton were altered in lengths and shapes – to give them an enticing look as if they were buried underground: perfect and worn out.
Tech relics, such as earphones, pens drives, and phone cases were adorned strategically on leather coats. Another rendition is the chia plants and catswort that grow on coats, sweatshirts, sweatpants, and running shoes. All are perfected in a mindful collaborative process with designer Paula Ulargui Escalona.
Screens are then turned into coats and tops into the projection devices. Solid archetypes that come in solid colors – neutrals with bright accents – are presented in tote bags, hard cases, and Puzzles in a solid color version that was turned into a pair of shorts. Padded sneakers also came in Flow runner sprouting grass.
Not only that, to illuminate the poetic vision seen through digital technology, the expanding perceptions and boundaries were duly highlighted on the materiality of clothes making. Indeed, circularity matters one way or the other way around.
The Genius Behind the Scene of LOEWE Men’s Spring Summer 2023 Runway Show
To highlight how nature took inspiration for this Spring/Summer Collection, the plants that have been grown on a series of garments and shoes came after the creative deliberation and experimental process developed through the collaboration with Paula Ulargui Escalona.
The main idea is to present the capsule over time as the pieces merge with nature. With lots of things to consider, it took 20 days to reach such desired level of growth, particularly in the constructed polytunnel on the outskirts of Paris. To ensure a runway-ready appearance, they have to do regular watering and maintenance.
For the venue, the space has been decided to be glaringly white to provide an obvious juxtaposition and integration of the natural and fabricated setup of the show. Guests were guided to follow a natural flow to reach their respective seats for a truly organic experience. The bleachers also provide a front-on view of the show to give views that angle as if the models were growing over the horizon as they draw near.
See how organic the experience is by going through the full selection of LOEWE Men’s Spring Summer 2023 Collection.
