CONSCIOUS COUPLING: Jonathan Anderson hosted a stand-up dinner at a meticulously refurbished 1797 Georgian town house in London’s Whitechapel neighborhood this week to toast the launch of 001, the first fragrance launch for the brand since Anderson was named creative director in 2013.
Working with Loewe’s in-house nose Emilio Valeros, who created scents including Agua de Loewe Mediterràneo and Esencia de Loewe Sport, Anderson created two fragrances — Loewe 001 Man or Loewe 001 Woman — inspired by intimate personal encounters.
“It started off with the idea of the morning after; this idea of two people meeting and what that would mean,” Anderson said. “It’s the first time you meet someone. It’s not about sex, it can be about sex, but it’s more about that initial feeling of awkwardness. What does that tension smell like?”
The designer added that he wanted to create two scents with “sharable” notes. “Something that when one person wore one and someone wore the other, they could be mixed or worn together.”
Bergamot was the note that Valeros and Anderson chose to convey that awkward emotional state. “I was very keen to have something like bergamot, just something that could cross over, something that had a little bit more of a tension to it, something that is a bit sharp.”
The fragrances will launch exclusively at Barneys and loewe.com for the month of September, then roll out to Nordstrom and Forty Five Ten in Texas, among other partners. In the U.K., the brand has exclusive launches set for Harrods and the Loewe flagship on Mount Street in Mayfair.
As guests wandered through The New Road Residence nibbling on Japanese canapés and drinking gin and tonics in the garden on Wednesday evening, Anderson mused on some of his previous fragrance choices. “I kind of wore some odd perfumes. I wear Windsor [from D R Harris & Co.;] I used to wear CK One; not very many others, really,” said Anderson.