Loewe’s sensational "Show in a box" for Men’s SS 2021

The “Show in a box” by Loewe for the Men’s SS 2021 really thinks “out of the box”.

Yesterday we witnessed an amazing event, because you know… in the fashion world we never cease to amaze!

The digital fashion week are proving to be a source of innovation and a whole series of engaging initiatives, although the shows are all, or almost, virtual and no longer physical.

Loewe has created a real digital campaign to promote the show that featured the garments of his latest collection Spring Summer Man.

The name of the campaign is “Show in box“: creative director Jonathan Anderson delivered, before the show, a series of files in a cardboard box to publishers and Vips to set the agenda.

In this video the creative director explains better the concept behind the idea of “Show in a Box”:

Under the #loewess21 column for 24 hours per hour, the brand has released a video with interesting content related to the collection.

From tutorials on how to weave straw to interviews with celebrities, up to wonderful musical interludes!

Each of these videos is still visible on Loewe’s IGTV .

Front Row opened with a movie featuring a group of “cool kids” who wear the clothes of the collection.

The various videos continue with a whole series of initiatives!

As you can see from the pictures, for example, many garments and bags were made by weaving materials, first of all the bag in the shape of pineapple.

With the Show in box we also have the opportunity to witness the process of “interweaving”, an ancient technique that is still extremely contemporary.

The artisan Idoia Cuesta speaks in her mother tongue, Spanish, explaining how to make a pineapple-shaped bag.

But it doesn’t end here… because another detail that is revealed through the digital campaign is the Shibori!

Shibori is a Japanese technique of dyeing clothes, also reminiscent of tie-dye. The Japanese craftsman Kayo Ando revealed in the video that this technique probably began in India over 1300 years ago.

Interviews continue with illustrious people, musicians who delight us with their notes and so on for 24 hours!

Give also a look at Loewe’s website to discover the entire collection.

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Louis Vuitton Men’s SS 2021 presentation

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Cristiana Avolio

Cristiana Avolio è una studentessa di Strategic Communication e ballerina di danze urbane. Direttamente da Napoli, vive a Milano dall’inizio dell’università. Appassionata di moda e collezionista incallita di scarpe, ama soprattutto lo streetwear. Inizia a lavorare per Wait fashion per poter scrivere di quello che le piace e imparare da persone che hanno le sue stesse passioni!