From the Studio Ghibli collaboration collection to a made to order dressing box for the Spanish Crown, Spanish fashion house Loewe is set to bring its first major exhibition to Shanghai. Between 22 March and 5 May at the Shanghai Exhibition Center, the exhibition will be open to everyone free of charge with three free guided tours to be held for students on 23 April.
Celebrating the brand’s 178 years of history, the exhibition pays tribute to the brand’s Spanish heritage as well as its “commitment to the handmade”. The exhibition is aptly named “Crafted World” and is curated by Jonathan Anderson, the fashion label’s creative director who has held the post since 2013. On Weibo, China’s Twitter equivalent, the topic “Loewe Crafted World” (#罗意威匠心天地#) has already garnered 766,000 views two weeks ahead of opening. With the star power from celebrities present at the opening, the attention on the exhibition will likely grow.
Loewe was founded in 1846 during the Arts and Crafts movement and was awarded the Royal Warrant by the Spanish court in 1905. The exhibition will include hundreds of displays including products and artworks, behind-the-scenes footage and interactive touch points. The exhibition strives to “transport the audience to the sights and sounds of Spain”. The Loewe exhibition in Shanghai is also a celebration of the deep ties between the brand and China, all the way back to 2001 when it opened its first store in Mainland China. It has collaborated with Chinese craftspeople including 3 jade artists to co-create 3 jade pieces for this year’s Chinese New Year, as well as a collection of Jade-themed bags.
Italian luxury fashion house Prada also opened its Pradasphere II exhibition in Shanghai last December. It looks like international luxury brands are trying to bring more presence to Chinese consumers through art and exhibitions, which in a way will also educate the public about its heritage and values.
