With Creative Director, Stuart Vevers at the wheel, Loewe speeds into London carving out a most luxurious silhouette into the city’s retail landscape.
In 2008 when Stuart Vevers took over as Creative Director of Loewe, there was a distinct change in the Spanish fashion house. Vevers took the brand’s heritage and luxury appeal, and focused his designs on contemporary functionality. With the Brit boy at the helm, Loewe are about to open their first standalone store in the UK, choosing the stellar surroundings of London’s Mayfair as their setting. It has been designed by the god father of retail architecture, Peter Marino (who designed Loewe’s Valencia store last year) and successfully captures the brands slick and sophisticated aesthetic of the brand but also creating an intimate and inviting shopping environment. i-D Online spoke to Vevers about opening a store on his home turf.
Why did you decide now was the right time to open the first Loewe store in London? Loewe has had a presence in London for many years, we have leather goods corners in Selfridges and Harrods, as well as exciting collaborations with Dover Street Market, but we felt we needed to complete the network with a freestanding store. London is an international city and a fashion capital so it feels right to have a Loewe store here. It’s exciting for me to have one in my home country amd I’ll certainly keep a close eye on it because I know it’s where my friends will come to see what I’ve been up to.
What attracted you to Mayfair? It felt right for us, there is something more discreet and relaxed about Mayfair. The buildings have an intimate grandeur that I think suits Loewe. We will have lots of cool neighbours on Mount Street and that’s part of the appeal. It feels good to be in the new, up-and-coming part of the West End. I think it will help to give a fresh perspective on Loewe.
Architect Peter Marino has designed both the London and the Valencia store, why was he the man for the job? Loewe has had a long tradition of working with renowned architects and we are happy to continue this with Peter. Peter’s ability to translate our brand’s soul in a rich, modern way is unique. He really understands Loewe and has brought together many of the elements from our rich 165 year history. The store feels unique to us and very Spanish, at the same time obtaining a luxurious, contemporary and comfortable feel. The London store is definitely ’boutique’, it’s an intimate space, and for me Peter has succeeded in adapting the concept unveiled last year in the flagship in Valencia for the jewel-box store here.
What are your hopes for the new Mount Street shop? I would like it to become a must-go-to destination for cool, expertly crafted, investment leather pieces for women and men. The store will focus on accessories with a small selection from the Leather Icons clothing collection and after the opening we will present our Made To Order collections through special events. It will be a great opportunity to show how the house has developed over the last three years and why we think Loewe has an exciting future.
Loewe opens on 125 Mount Street, Mayfair on 10th March. Watch their explosive film here and keep one eye on i-D for some exciting collaborations in the future.
