Loewe has a new fragrance and it's inspired by 'the morning after'

Loewe has a new fragrance and it's inspired by 'the morning after'

For intimate sessions

Text: Wei Yeen Loh

Loewe debuts its first fragrance under the creative direction of Jonathan Anderson

Just when you thought Loewe couldn't surprise us any more with an array of intriguing products (case in point: the Elephant and Hammock bags), creative director Jonathan Anderson strikes again—this time giving us the first fragrance, 001


"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," says Anderson. "Above all, I wanted the fragrance to feel credible, an organic extension of what Loewe stands for today."


A poignant sensory expression that takes inspiration from the idea of 'the morning after', 001's story is based on the unsaid and uncertain promises associated with the wee hours of the day after an intimate encounter between two individuals. Catering for both men and women, 001 'Woman' has a blend of tangerine, bergamot, and sandalwood with hints of vanilla and jasine, whereas 001 'Man' combines the same notes but with undertones of cedar and musk. And as per every Loewe packaging that is art-inclined, the 001 features German photographer Karl Blossfeldt's photographic artwork. Loewe has worked with Blossfeldt before, incorporating the late artist's botanical images as the prints for the house's Spring/Summer 2016 RTW for women. Talk about a fragrance that's full of character but with an unconventional twist—our favourite type of scent to go for.


Loewe 001 Woman and Man will be available this November 2016.


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