Having reinvented its men’s and women’s fashion lines and begun to revamp its retail spaces, he has now turned his attention to perfume – potentially the biggest earner of them all. Anderson’s concept for ‘Loewe 001’ is clear enough. ‘The name indicates a new start for the brand,’ he says. ‘Loewe has done perfumes since 1947, but this is the
first time perfume andfashion have been combined.’
Indeed, up to now Parfums Loewe has been a separate company, with its own separate website, and it’s easy to guess that Anderson has been itching to integrate the two. Developed in collaboration with Parfums Loewe’s in-house perfumer, Emilio Valeros, ‘Loewe 001’ comes in two versions, ‘001 Woman’ and ‘001 Man’, bucking the current unisex trend. Both are stylish scents, designed to complement each other.