On 9 May, Spanish luxury fashion house Loewe launched its official Chinese podcast called Loewe FM (Loewe调频). The podcast channel focuses on culture, craft and fashion. The first episode of the series is now available on the Xiaoyuzhou podcast platform.
Its first episode, called “待她出手” (When She Takes Action, lit. when she holds out her hand), features author and director Chen Danyan (陈丹燕), screenwriter Qin Wen (秦雯) and documentary director and writer Zhou Yijun (周轶君), discussing literature, craft, film and television through a woman’s hand.
This is not the first time Loewe has explored the podcast medium. During the Shanghai leg of the “Crafted World” major exhibition, the brand collaborated with the podcast channel Slow Brand. It also collaborated with podcaster “咸柠七” (lit. salted lemon Seven Up, a classic Hong Kong café drink) during the opening of the Casa Loewe at the Jing An Kerry Centre earlier this year, discussing the history of bicycles in Shanghai, coinciding with the Hellobike collaboration at the time.
Currently, pundits are patiently awaiting the debut collection from Loewe’s new creative director duo, Jack McCollough and Lazaro Hernandez, who took the helm following the end of a successful 11-year run by Jonathan Anderson. Like Gucci, which is also between creative directors, recently reiterating its heritage through an exhibition, Loewe’s latest move, including the podcast, is to further raise awareness of its core brand values, before the new designs reshape the image of the luxury brand. However, some commentators also find that luxury podcasts in China have become homogenous, almost invariably focusing on topics like culture, art and women. It might be worth watching if Loewe can step out of its comfort zone for the next episode.
Need to boost your China strategy? Dao Pro delivers bespoke insights on marketing, innovation, and digital trends, direct from Chinese sources. Find out more from our Dao Strategy Team here.
