By  on June 4, 2014

PARIS — The makeover of Spanish luxury goods brand Loewe is taking shape, from a new graphic identity to plans for art-driven store concepts in key cities.

The aim of these moves is to add “an injection of modernity and cultural awareness” to a brand dating back to 1846 and rooted in leather-based craft skills. They are in addition to a forthcoming advertising campaign featuring works by photographer Steven Meisel.

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