A love for craft: Why Loewe’s Jonathan Anderson isn’t your typical designer

At the age of 36, Jonathan William Anderson is one of fashion's most eagerly-watched designers. At his own eponymous label, JW Anderson, he’s known for his gender-bending styles, sending male models down the runway in tube tops and ruffled shorts.

At the same time, he’s the widely acclaimed creative director of historic LVMH-owned Spanish luxury house, Loewe. Straddling two fashion houses, both of which are as talked about as the other, is a feat not many other designers can claim.

In 2015, Anderson was awarded the British Fashion Awards for both womenswear and menswear designer of the year, marking the first time in history that a designer received both awards at once.

Anderson, who hails from Northern Ireland, first joined Loewe in 2013. At the time, the Spanish luxury house, which has roots going as far back as the 1840s, was much in need of a revival.

While Loewe had made a name for itself as a Spanish luxury leather goods maker, its image was one that was dated, tired and a little too conservative to achieve global recognition. When he first came on board, Anderson spent a year totally revamping the brand, from its logo right down to the style of its press releases. Only then did he begin working on his ready-to-wear debut.

Under Anderson’s direction, Loewe has evolved into a brand that is rooted in tradition, yet simultaneously modern. Today, Loewe isn’t merely just a fashion house that produces leather goods, accessories and apparel, but one that focuses on craftsmanship at its core.