The uncertainty regarding the replacement of Loewe’s creative direction has not lasted long: the founders of Proenza Schouler have been chosen.
With an announcement of abandonment of their brand just a few weeks before Loewe released the news to the world, Jack McCollough and Lázaro Hernández will replace Jonhattan Anderson after more than a decade and will have to face the challenge of leading this brand of Spanish origin, which has already stood out in the fashion market since the 60s.
Loewe chief executive officer Pascale Lepoivre explained the principal reasons for this choice: “To name just two factors: They are highly creative and also entrepreneurs, whose curiosity and vision go beyond fashion and extend to diverse cultural fields as well as to the diversity of markets and customers that we talk to,” she told WWD, media that confirmed the news. “They are warm, open and lively, an excellent fit with the company culture of being intense and passionate, while also committed to being playful and not taking ourselves too seriously.”
She added: “Their vision and creativity are a perfect match for the codes of the house that we have built, and I am excited to see them shape its future.”
Although the appointment will not be made official until April 7, the American duo has already enthusiastically confirmed their desire to work with the entire team as they will assume full creative responsibility for the men’s and women’s collections, leather goods and accessories. But we will have to wait to see whether or not they exceed expectations.
It was in 2002 when Jack McCollough and Lázaro Hernández founded Proenza Schouler, in the heart of New York. With the aim of enhancing feminine elegance, they launched one of their most popular products to date, the PS1 bag. Craftsmanship, sophistication and minimalism are some of the characteristics that this couple will bring to their new position at Loewe.
As mentioned before, it was on January 25 when McCollough and Hernández decided to announce that just a few days later, on January 31, they would leave their brand forever. After more than 20 years at the helm, there remained the eternal question of who would inherit the brand. Currently, the brand’s CEO, Syra Suveyke Snider, is still searching for a new creative director for the brand.
Finally, Anderson said goodbye to Loewe: “As I reflect on the last 11 years, I have been fortunate to be surrounded by people with imagination, skill, tenacity and ingenuity, who have found a way to say ‘yes’ to all my overly ambitious ideas. Although my time at the House comes to an end, the story of Loewe will continue for many more years and I will look on with pride.”
Since 2013, Jonathan Anderson has maintained the essence of Loewe. Not only has he advanced the brand’s signature craftsmanship, but with his innovation, he has positioned it as a benchmark in the luxury world, closely following what has been its main objective since 1846.
Regarding Anderson’s next whereabouts after 11 years at Loewe, there are theories surrounding one of the luxury brands at the top: Dior. But that remains in doubt until further notice.
By Covadonga Organero Castrillo
