Loewe, the Madrid-based fashion house owned by the LVMH Group, opens a new chapter since launching 170 years ago: It’s just added its first fragrance, under the direction of Jonathan Anderson, who’s been at the helm of Loewe as creative director since 2014. The scent, dubbed Loewe 001, hits stores this fall in two versions—one for men and one for women—and each “interprets the notions of purity and uncertain promise associated with the early hours following a first intimate encounter between two people,” according to the press release.
“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,” said Anderson in a statement. “Above all, I wanted the fragrance to feel credible, an organic extension of what Loewe stands for today.” The blend for Woman features tangerine, bergamot, sandalwood, and hints of jasmine and vanilla, while Man combines the same core notes but with undertones of cedar and musk. The packaging features artwork by Karl Blossfeldt, whose botanical images were adapted as prints in Loewe’s Spring/Summer 2016 ready-to-wear collection for women.
