Compared to concrete elements in Chinese culture such as dragons, phoenixes, and auspicious clouds, Loewe extracts the simplest and most intuitive design language, which is color.
Throughout the entire series album, Loewe only uses black and white gradient colors as the background, placing a gourd bottle side by side with a bag of the same color, allowing consumers to immediately understand the inspiration for the series without any language.
Due to different cultural backgrounds and environments, each ethnic group has a different understanding of color. In traditional Chinese painting, sculpture, and other arts, the Chinese traditional color of “taking the true color of all things” is a unique aesthetic language that integrates concepts such as nature, ethics, philosophy, and the universe. It is a cultural asset worth cherishing in China.
Many Western creations consider red and bright yellow as representatives of Chinese tradition, but this understanding is extremely one-sided. For many Chinese consumers who value the beauty of subtlety and blank space, incorporating Chinese red into their designs to reflect the imprint of Chinese culture is rigid and clich é d.
According to Fashion Business News, LVMH’s Spanish luxury brand Loewe recently launched the 2023 early spring collection inspired by Chinese monochrome glaze. Ten traditional Chinese colors, including light blue, white, and blush, were selected from the clear glaze colors and integrated into the brand’s clothing and iconic bags, such as Puzzle, Hammock, Flamenco, with the aim of paying tribute to the minimalist ceramic aesthetics of the Ming and Qing dynasties.
This Chinese culture series has received almost overwhelming praise on social media. Some netizens have bluntly stated that Loewe can be regarded as one of the most successful local marketing cases for luxury brands in China.
As of now, the official Xiaohongshu account of Loewe has received over 5500 likes for its monochrome glaze series copywriting, and over 2500 likes for its first video notes, which is ten or even a hundred times more than the brand’s previous posts.
Despite the increasing frequency of communication between luxury brands and Chinese culture, there are not many luxury Chinese cultural marketing projects that have sparked heated discussions on social media while receiving positive reviews from different circles. Especially for Loewe, who has been relatively low-key in recent years, being able to return to the center of public opinion with the reputation of the monochrome glaze series once again proves that a good idea is always more effective than throwing a huge marketing budget.
