As large swathes of the world stay at home in an attempt to flatten the curve, brands and organisations have launched various digital initiatives to engage the consumer. Spanish fashion house Loewe has taken a slightly different approach with its efforts.
Instead of showcasing its wares, Loewe is hosting a series of online events, talks and workshops that speak to its ethos of craft, innovation and artistic expression. Creative director Jonathan Anderson calls this series Loewe En Casa, which is Spanish for Loewe At Home.
These sessions are held on the brand’s Instagram Live channel. The initiative, which began at the tail end of March, has seen personalities such as textiles artisan Idoia Cuesta, goldsmith Giovanni Corvaja and even ikebana (the Japanese art of floral arrangement) artist Toru Watarai demonstrate their crafts in front of the camera.
The other range of subjects that Loewe plans to showcase run the gamut of crafts, including metalwork, weaving, ceramics and even furniture-making.
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‘LOEWE EN CASA’ is an ongoing series of online events and workshops taking place through Instagram LIVE to enjoy while you #StayAtHome. In its third phase, the project continues to celebrate the uniqueness of craft, bringing together a collective of #LOEWEcraftprize alumni who will demonstrate the diversity of their artisanship. This approach to the art of making from multiple angles ultimately illuminates the gap between what the mind can conceive and the hand can achieve. Julian Watts (@JulianWattsStudio) combines contemporary art with traditional woodcraft, exploring a new way of creating sculpture. Working from his studios set within 5 acres of woodland in Oregon, Julian will lead us through his workshop and discuss pieces from future exhibitions. The live session by Irina Razumovskaya (@Irina.r.art) will allow us a unique insight into the ceramic sculptor’s process, from shaping, glazing and firing. The artist’s distinctive pieces are often on show in the world’s leading biennales. Metal artist Adi Toch (@AdiToch_metalwork) will be holding a live studio tour and demonstration, allowing us a glimpse at how the artist has adapted to working and creating from home instead of at her usual studio – a former parachute factory from the Second World War – in North London. Adi’s work creates a new visual language of metal to reimagine the ‘vessel’. #LOEWE #StayHome
Unfortunately, if you miss the session, you’ll have to wait for a few weeks before the brand uploads the session onto its Instagram feed. So, if you want to be witness the session first-hand, you’ll have to follow Loewe’s Instagram and turn on your notifications. Every Monday, Loewe reveals the timings, guests and topics that will be on the brand’s Instagram Live for the week for you to set your calendars.