Every holiday season, Loewe decorates the windows of its stores around the world. It is a tradition that dates back to the 1940s, when José Pérez de Rozas, the brand’s creative director at the time, decided to brighten up the mood of an economically suffering Spain by lavishly adorning the windows of Loewe’s flagship stores in Madrid and Barcelona for Christmas.
Today, Loewe decided to honour the origins of the traditions. The windows will be displayed like his first ones in the 1940s, with arched frames outlined in gold, ruched curtains, and animal sculptures. The sculptures will be decked out just like Pérez de Rozas loved to decorate his animal sculptures, covered with glittering studs. The animals featured will be pandas and elephants interacting with Loewe’s world-famous leather and silk items. Polka dots provide an eye-popping backdrop to the remarkable displays. One of the products featured in the windows is Loewe’s most popular new product line, its leather animals. These accidental creations have gone from leftover leather to adorable little bears, bulls, and elephants. The newest addition to the line-up is the panda. Also available this season is the ‘Cruz’ bags, a collaboration between Loewe and actresses Penelope and Mónica Cruz. The windows are on display from now until the end of December in Loewe boutiques around the world.