How Tommy Hilfiger’s Hong Kong Connection Helped Build the Brand – Interview

“I’ll Never Forget the First Show I Did. It Was the First Big Job That I Had, at the Unesco [Headquarters in Paris], and It Was Very Interesting to Do This Thing That I Never Dreamed I’d Be Able to Do for This Giant Group. and Looking at It Now, I Stand by That Collection, ” Anderson Tells Style During a Recent Visit to Shanghai. “It Was an Exciting Moment. When I Took over Loewe Nobody Thought It Was Going to Work and I Remember That Moment Quite Fondly. ”

Who Wore It Best? Bright and Bold Celebrity Red Carpet Suits – Ranked

“Sometimes I Feel That When Brands Do Already Big Names You’re Re-Commercialising the Commercial, So End up Telling a Story That Everybody Knows. There’s Nothing More Exciting Than Telling the Unfamiliar. It’s Nice to Get People to Engage in Something They Don’t Know; My Job Is to Be Curious About Something I Don’t Know, Every Day. ”

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“I Always Knew That Loewe Was Going to Work but Never Believed That It Was Going to Transcend This Far, and to Be Here and See a Billboard and a Giant Exhibition and Everything Together. It’s Quite a Surreal Thing, ” Says Anderson. “The Brand Was Incredibly Tiny When I Joined and a Lot of People Probably Thought That This Was Never Going to Work and Now Coming Here I Feel I’ve Done My Job and It Was What Loewe Needed. ”

The Award Goes to … a-Listers Rocking Archival Fashion on Red Carpets

Now a Household Name in Fashion Circles, Anderson Is Aware of the Impact He’s Had on Loewe but at the Same Time, He Is Adamant That the Brand Is Bigger Than Any One Designer and He Sees That Achievement as a Barometer of His Success.

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“We Do So Much in Europe and It’s a Bit Annoying That We Don’t Do as Much Outside; I Don’t Do This Just for Europeans. China Is a New Market for Us And, Because What I Built Is Not Just Straightforward, I Want People to Understand Why Loewe Is an Amazing Brand – When People Go into This World and They Leave, They Hopefully Realise They’re Not Just Buying Something with the Name Loewe but Because of This Entire Universe. ”

Loewe Highs? Jonathan Anderson Looks Back on an Epic Decade: the Creative Director Talks Art, Inspiration and the ‘Crafted World’ Exhibition Celebrating 10 Year's of Fashion Reinvention

By Sarah Jenkins

• Oct 8, 2026 • 9 min read

Loewe Highs? Jonathan Anderson Looks Back on an Epic Decade: the Creative Director Talks Art, Inspiration and the ‘Crafted World’ Exhibition Celebrating 10 Year's of Fashion Reinvention

Direct Answer • Key Takeaway

Before Anderson’s Arrival, Loewe Had Long Been Known for Its Spanish Heritage – the Maison Had Been an Official Purveyor to the Royal Household of Spain – and Its Amazona and Flamenco Bags, but Lacked a Cohesive Visual Identity. Outside Spain, It Could Be Found in a Few Other Countries in Europe and Asia – Notably Japan – but the Label Had Little to No Presence in Key Markets Such as the Us or China. It Was a Sleeping Beauty Waiting to Be Awakened, and Anderson Was the One to Bring It Back to Life and Give It a Much Needed Dose of Energy.

Sarah Jenkins

Senior Technology Editor & AI Specialist

Sarah Jenkins is a veteran tech journalist with over 12 years of experience covering artificial intelligence, mobile innovations, and digital ethics. Her insights have appeared in leading technology publications worldwide.

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