CEO sends Loewe letter as brand prepares new identity
18/06/2014
In the letter, Ms Montague said her new creative director, Jonathan Anderson, has brought “a more modern sensitivity” to Loewe’s core brand values, which she listed as craftsmanship, innovation and “an incomparable understanding of leather”.
She said the company would continue to make its most iconic products, but would add new shapes, suited to a variety of lifestyles, to its range.
Ms Montague went on to explain that she had taken the step of writing her open letter because she wants consumers and fans of the brand to be part of “this new chapter” from the outset. An exclusive preview of the new range will go on sale on the brand’s e-commerce site in July.
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