Thursday 10th January

| BY Dino Bonacic

Loewe Launch A Line of Menswear Essentials Made For The Outdoors


Ohhh, I’m feeling thirsty. Don’t know if it’s the flu or Joshua O’Connor, but all of a sudden – I’m parched. But here he is, modelling some sunny Loewe, courtesy of the brand’s new line dedicated to the outdoors life. Eye/ Loewe/ Nature is the permanent selection of functional menswear essentials. Launched over the past weekend with a dedicated pop-up space at 52 Brewer Street, in the heart of London’s Soho and just a stone throw away from Ten Towers, the collection is a contemporary take on utility and the practical nature of activewear, offering both style and substance to its wearer.

The face of the campaign is Mister O’Connor, the star of 2017’s cinematic revelation God’s Own Country who’s also set to play Prince Charles in the upcoming season of The Crown. He’s also been a friend of the Spanish fashion house for a few seasons now, so it’s no surprise that it’s his silhouette gracing the campaign. It is however a surprise to see Josh without his top, roaming around the wilds of Cap de Creus, hanging of the cliffs and off-roading in a Loewe-branded bike. Well, at least he’s got a fabulous bag to break his fall. Or my arms. Whichever he fancies best…

The Eye/ LOEWE/ Nature is available to shop online as well as in Loewe’s London pop-up at 52 Brewer Street, W1F 9TQ.