“I want luxury to be fun,” Jonathan Anderson said during a tour of his spring men’s collection for Loewe, which he loaded up with cartoonish elements ranging from manga patches to an image of Goofy twisted up on the pitcher’s mound.
Three seasons into the project, the 30-year-old designer from Northern Ireland is gaining confidence, having found a hit with the Puzzle bag, now outselling the classic Amazona, and sufficient consumer appetite for quirky fashions, including oversize jeans with giant white turn-up cuffs, this season in rigid denim doodled with Japanese lettering and words.
“Does one product speak to you?” is the question he posed with a range of playful, toylike options, ranging from a terry-cloth wallet with a major jeweled handle to oversize knit tunics and pants that are part kids’ pajamas, part soft robot. Interspersed are more classic luxury items that exalt the Spanish firm’s leather expertise, from a sumptuous brown flight jacket to a black glazed paper-thin safari jacket and matching drawstring pants.
Accessories were similarly diverse, from pouches decorated with all manner of “gobbledygook” — the word Anderson used for airbrushed ray guns, flying saucers and rocket motifs — to investment pieces such as a red croc version of the softly geometric Puzzle. Straddling serious and silly, the new Hammock model resembles an oversize fanny pack that can be worn crossbody, or folded into a pear-shaped tote.