P002 → Loewe x IFM
- [Art Direction, Graphic Design, Photography & Set Design]
A brand magazine for Loewe.
Loewe has produced a brand magazine for several years, starting as a large zine before evolving into a smaller, more compact format. To maintain its playful essence, Loewe tasked IFM students with reimagining the magazine through innovative editorial positioning and creative direction.
The next issue explores the question, "Why print in 2024?" In today’s digital world, the value of a printed object lies in its ability to serve as a collectible, rare and unique piece. The upcoming edition will emphasize Loewe's creativity, craftsmanship and playfulness, transforming the magazine into a highly desirable collectible. Exclusive inserts and interactive elements, like stickers, will showcase the brand’s artistry while keeping the experience engaging and accessible for readers.
This issue will feature two formats: a premium collectible magazine for Loewe's current audience and three free newspapers designed to reach a broader demographic. These newspapers will be distributed at metro stations popular with fashion enthusiasts, such as Saint Sebastien Froissard in Paris, Shoreditch in London, Lafayette Street in New York, and Dongdaemun in Seoul, starting 30 days before the magazine’s launch.
‘Theatre of Life’ Issue 1: Making the Ordinary Extraordinary
The first issue of Loewe Magazine, titled Theatre of Life, is inspired by Jonathan Anderson's love for theatre and the art of character creation. It encourages readers to see the world as a stage, where the lines between the ordinary and extraordinary blur. This debut issue features Loewe’s luxurious clothing and accessories set in familiar, everyday spaces like a taxi or a student’s apartment, each editorial highlighting the tension between the two worlds.
Structured in three acts, the magazine draws inspiration from music, art and craftsmanship. It highlights talented creatives, celebrates the art of the spectacle and finds beauty in the ordinary. The graphic design takes cues from a theatrical play script, incorporating elements like handwritten side notes.
This workshop was guided by Fabrice Paineau, Laure Guilbault, Stephane Wargnier and Alice Litscher.
Fabrice Paineau is the Creative Director of Double magazine, as well as a journalist, writer, and director of the LVMH Prize. Laure Guilbault is a journalist who, after working at BOF, now represents the French office of Vogue Business.