This weekend in Paris, LOEWE presented a vivacious Men’s Fall/Winter 2024 runway show. Within a pristine white cube space, vast screens reminiscent of stained glass windows embellished the walls, spotlighting a deft collaboration with visionary American artist Richard Hawkins.
Composed in homage to LOEWE window displays designed by José Pérez de Rozas in the 1960s, 12 colorful video collages juxtaposed the maison’s brand ambassadors with notable internet personalities and Hawkins’s own provocative imagery, producing a modern-day opus of fearless masculinity.
American Looks with a Satisfying Edge Ruled the LOEWE FW 24 Runway in Paris
A chord of spontaneous action and magnificent unruliness was struck as models strutted the runway in quintessential American looks with a satisfying edge. Garments were surprisingly attached to one another; trousers melted into coats and jackets, socks became shoes, and belts were one with the waist. Whimsical blousons and elongated cardigans gave way to tracksuit pants, fatigues, leather trousers, combat boots, and skater sneakers—presented as both familiar wardrobe staples and must-have, avante-garde creations.
Richard Hawkins and LOEWE Reveal a Vivid Fantasy for Menswear
All the glorious colors of the rainbow were utilized in both solid pieces and echoings of Hawkins’s tantalizing artworks onto the jacquard of knitwear, in printed garments, and throughout embroidery on Squeeze bags with new denim iterations. Even fine leather marquetry, fringes, glass studs, jewelry, and the Puzzle Fold tote overflowed with the artist’s and LOEWE’s vivid fantasia for menswear, as well as the decadent, mysterious mosaic that is our contemporary reality.