A Guide to Flower Themes in Loewe: Tradition Meets Innovation

Founded in 1846 in Madrid, Loewe is a luxury fashion house with a deep connection to Spanish craftsmanship, quality leather goods, and innovative design. Floral motifs have been present throughout the brand’s evolution, from early decorative touches in leather goods to bold, artistic expressions under the direction of Jonathan Anderson, the brand’s current creative director. Loewe’s use of flowers is a blend of heritage craftsmanship and contemporary artistry, with flowers often used as symbols of nature, beauty, and refinement.

This Ellermann Flower Boutique guide traces the journey of floral motifs in Loewe, from its roots in Spanish tradition to its modern reinterpretations under Jonathan Anderson.

I. Early Years: Spanish Craftsmanship and Subtle Florals (1846–1960s)

The Birth of Loewe: Leather Goods and Heritage Craft

• Loewe, founded by Enrique Loewe in Madrid in 1846, initially focused on fine leather goods and luxurious accessories, setting the stage for the brand’s dedication to craftsmanship. While the early years of the house were primarily focused on leatherworking and accessory design, floral motifs began to make subtle appearances in the form of embossed leather designs or embellishments on bags.

• The early influence of Spanish art and architecture, especially the country’s rich history of Moorish tilework, can be seen in Loewe’s early designs. While floral elements were not yet a central theme, they appeared in decorative leather embossing, often evoking natural beauty.

II. The 1970s to 1990s: Quiet Floral Inspirations in Accessories

The Loewe Brand Under New Leadership (1970s)

• In the 1970s, Loewe expanded beyond leather goods into ready-to-wear collections. During this period, the brand began to experiment with floral-inspired motifs, but these were still relatively subtle, often integrated into textile patterns or embellished accessories.

• The house continued to focus on elegant and refined designs, with delicate florals appearing as small accents on handbags, scarves, and clothing, maintaining the brand’s sophisticated aesthetic.

Floral Embellishments in Accessories

• Loewe began introducing more floral designs into bags and accessories in the 1980s and 1990s, with embossed flower patterns becoming popular on leather goods. Handbags often featured raised floral designs or flower-shaped clasps, giving them a unique, luxurious appeal.

• Textile prints featuring flowers occasionally appeared in ready-to-wear collections, though these were often kept minimal and subtle, in line with Loewe's understated elegance.

III. Jonathan Anderson: Bold and Artistic Floral Expressions (2013–Present)

Jonathan Anderson's Vision for Loewe

• When Jonathan Anderson took over as creative director of Loewe in 2013, the brand underwent a significant transformation. Anderson’s vision brought a bold, artistic approach to the brand, blending Loewe’s Spanish heritage with contemporary creativity.

• Floral motifs became a key part of Anderson's work at Loewe, reflecting his fascination with nature, art, and the interplay of form and function. Flowers were no longer just subtle accents; they became central themes in many of his collections.

Key Collection: Spring/Summer 2016

• Anderson’s Spring/Summer 2016 collection introduced floral elements as a major design language. He took inspiration from botanical illustrations and vivid flowers, using them in printed designs and embroideries. His use of florals was bold and graphic, with oversized floral prints on jackets, shirts, and skirts.

• In the same season, Loewe’s bags began to feature floral motifs in both embossed leather and embroidered designs, offering a more sculptural, tactile interpretation of flowers that aligned with Anderson’s focus on luxury craftsmanship.

Floral Sculptures and Textures

• One of Anderson's most innovative contributions to floral design was his use of flowers as 3D sculptures. In Loewe’s collections, floral embellishments took on a textural, sculptural quality, with flowers often embossed, stitched, or constructed from various materials such as leather, fabric, and even metal.

• Anderson often **used floral motifs to create a dialogue between the art and craft, turning flowers into pieces of wearable art.

Spring/Summer 2018: Pop Art Florals

• Anderson’s Spring/Summer 2018 collection for Loewe featured floral prints in vivid, contrasting colors reminiscent of pop art, making the flowers appear larger than life and transforming them into a focal point of the collection. These bold, graphic florals appeared on oversized garments and bags, with large flowers taking center stage.

• The collection reflected Anderson’s ability to blend modern art, nature, and craftsmanship, using flowers not just as decoration, but as visual statements of creativity and luxury.

Floral Bags and Accessories

• Under Anderson’s direction, Loewe’s iconic bags became canvases for floral experimentation. The Flamenco bag, for example, featured tactile floral accents, including hand-stitched petals that added an element of textural contrast to the brand’s classic leather goods.

• Loewe’s floral accessories include floral-shaped brooches, earrings, and necklaces, which combine both elegance and playfulness, often incorporating embossed leather petals or crystals to evoke the shape and movement of flowers.

IV. Loewe’s Floral Identity in Perfume

Loewe’s commitment to nature and florals extends into its fragrance offerings, where flowers play a major role in defining the brand’s signature scents.

• Loewe 001 (2016): One of Loewe’s most well-known fragrances, Loewe 001 features a floral top note of lily of the valley, mixed with more earthy, woody tones. The scent evokes both natural beauty and the brand’s commitment to luxury and craftsmanship.

• Loewe Aura (2017): A floral scent with roses and jasmine at its core, Loewe Aura captures the brand's affinity for nature’s elegance, while emphasizing modern femininity.

• Loewe Solo Ella (2016): Featuring notes of orchid and jasmine, this fragrance expresses the house’s focus on bold floral notes combined with an air of luxury and sophistication.

Floral notes are used in Loewe's perfumes not only to evoke a connection to nature but also to symbolize femininity, grace, and timeless elegance.

V. Aesthetic Codes of Loewe Florals

Floral Element

• Early Loewe (1846-1960s): Subtle, decorative floral motifs in leather embossing and small accessories

• Jonathan Anderson (2013-Present): Bold, graphic florals; pop art-inspired flowers; 3D floral textures; sculptural flowers

Color Palette

• Early Loewe: Earthy tones, muted floral prints

• Jonathan Anderson: Bright, bold colors; vivid florals with high contrast; tactile, mixed-material florals in neutral and metallic tones

Symbolism

• Early Loewe: Floral motifs symbolized nature and craftsmanship

• Jonathan Anderson: Florals represent creativity, modern femininity, and the fusion of art and luxury craftsmanship

Design Style

• Early Loewe: Subtle, hand-embossed floral designs in leather goods

• Jonathan Anderson: Large, graphic floral prints; sculptural floral accessories; 3D flower embellishments; experimental floral bags

Ellermann Flower Guide: The Floral Evolution of Loewe

Loewe's floral motifs have evolved significantly, from subtle leather embossing to bold, sculptural floral expressions. Under the visionary direction of Jonathan Anderson, flowers have become central to the brand's modern identity, offering a sophisticated balance between heritage craftsmanship and contemporary

art. Whether through vivid floral prints, textural 3D flowers, or luxurious floral accessories, Loewe has made florals an integral part of its luxury aesthetic.