Wednesday 7th September

| BY Will Johns

Loewe Launch First Fragrance By Jonathan Anderson

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Jonathan Anderson has created a fragrance. Two, actually. One for women (‘Woman’) and one for men (‘Man’). Makes sense. And our lucky selves at 10, never ones to brag, are among the very first to experience them today at Loewe HQ. The fragrances are titled ‘001’ – a numerical naming system which much to our delight does indeed suggest that perhaps there will, at some point, be a 002. And so on. One must not assume, like the case can often be, that the fragrances are just an offshoot of the brand, an afterthought, created without the same graft and dedication that goes into the clothes. No. As we know, Jonathan puts his heart and soul into everything he creates, and his first fragrance project is no exception. “This is a very personal project for me. I spent a lot of time working on it because it’s something I really believe in. Above all, I wanted the fragrance to feel credible, an organic extension of what LOEWE stands for today,” he says. Not only do they smell damn good – ‘Woman’ has fresh top notes of tangerine and bergamot, a sandalwood middle section and lower notes of jasmine and vanilla, while ‘Man’ has the same top notes but includes undertones on cedar and musk – but the bottles are beaut, too. Perfectly in keeping with Jonathan’s evocative approach to the luxury brand, they come with accompanying artwork by photographer Karl Blossfeldt who created striking, graphic works of botanical forms in the early 1900s. Finally, it is possible to dress in Loewe, accessorise in Loewe, and smell like Loewe. And we shall. All at once. Women and men, we recommend you do the same.

www.loewe.com