Anderson’s Loewe legacy dazzles in Tokyo exhibition

What happened Debuting in Shanghai last spring, Loewe’s Crafted World exhibition — an immersive journey through the Spanish leather brand’s craft and artistic collaborations — has now landed in Tokyo. Charting the history of Loewe over the century since its inception, the exhibition takes place across a vast space in Harajuku, showcasing everything from Studio Ghibli collaboration one-offs, including a 2m-tall tribute to Howl’s Moving Castle crafted from components of iconic products, to a gallery of Loewe Craft Prize winners, and a wide selection of some of Jonathan Anderson’s most famous looks from his tenure at the brand. These include the red boiler suit Rihanna wore to the Superbowl, Beyonce’s gold bodysuit look for her Renaissance tour, and an army of viral runway hits. The Jing Take That Loewe has chosen Tokyo as the next destination for Crafted World makes sense. The brand has a strong presence in the city, with its flagship Casa Loewe stores located in the main shopping hubs of Ginza and Omotesando, as well as in department stores, including on the ground floor of Shibuya Parco and in the upscale Matsuya and Mitsukoshi stores in Ginza. Japan was also the first country where Loewe expanded beyond Europe, opening a dedicated space in the Nihombashi Mitsukoshi department store in 1973. The exhibition, both family- and Instagram-friendly in its content and layout, is aimed at fashion fans of all ages and does a good job at making the brand — whose Nest leather basket bags retail for upwards of 450,000 Japanese yen ($2,987) — feel somewhat accessible. Curated by Anderson himself, it charts his tenure at the brand, during which sales went from 230 million euros ($248 million) in 2014 to 1.07 billion euros ($1.15 billion) in 2024. Luxury meets local demand: Why Loewe timed Tokyo right With inbound tourism booming but outbound tourism still below pre-pandemic levels, luxury brands have a unique opportunity to appeal to both domestic and international markets in Japan, which has bucked the overall luxury slowdown, and where, despite the weak yen and high cost of living, spending on luxury fashion remains relatively stable. It’s also worth noting that LVMH, which owns Loewe, attributes 68% of its revenue in Japan to fashion and leather goods — the largest percentage in any reported region. The Japanese retail landscape is also unique in the way consumers value experiential shopping journeys over online — the gift shop that is accessible at both the entrance and exit of the exhibition is key to the event, with plenty of Loewe’s characteristically kawaii (cute) keychains making buyable souvenirs for visitors. With Anderson’s departure confirmed by the brand earlier this month, Loewe is about to close what is arguably the most significant chapter in its recent history. Proenza Schouler’s Jack McCollough and Lazaro Hernandez are set to take the reins, and the brand will naturally want to make sure any consumer fallout from the creative transition is mitigated. A consumer-friendly blend of storytelling, shopping, and spectacle Crafted World in Tokyo is a consummate celebration of Anderson’s legacy that confidently establishes Loewe as one of the most culturally relevant brands of the moment — in the Japanese market and beyond. At the same time, the exhibition serves as a reminder of Loewe’s 179-year history and Spanish roots, and as a heritage-driven springboard into its next chapter. Loewe Crafted World runs from March 29 to May 11 at 6-35-6 Jingumae, Shibuya, Tokyo, open daily from 9am to 8pm. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Anderson’s Loewe legacy dazzles in Tokyo exhibition

On this page

Published March 28, 2025

Sectors

Insights

Company

Anderson’s Loewe legacy dazzles in Tokyo exhibition