The history of Loewe dates back to 1846. In 1905, King Alfonso XIII gave the family company the title of Supplier of the Royal Household.
In 1945 the designer Pérez de Rozas creates models of bags in boxcalf, which soon become the signature classics of the firm. In 1959, Loewe opened a store on Calle Serrano in Madrid, which completely modified the stereotype of luxury goods establishments. In 1963 the international expansion of Loewe began, opening a store in London.
With the decade of 1970, Loewe delves into the fashionable prêt-à-porter feminine of own creation, and designs his first handkerchiefs. That same year Vicente Vela creates the legendary anagram of Loewe. The first perfume of the brand would arrive in 1972, with the name of L de Loewe. A year later, Loewe opens its first store in Japan.
In 1997, the designer Narciso Rodríguez took over the collection of women’s ready-to-wear, and in 1998 Loewe fashion paraded for the first time in Paris.
This year, the brand has opted for the prêt-à-porter doing an investigation on the prints that the emblematic fashion store used during the 70s and 80s marked a style in Ibiza: Paula’s.
“Under the door of the store I found a letter that talked about blouses, there was a mannequin in the boutique and some papers of a dressmaker who lived in the countryside in Santa Gertrudis and I had a hard time finding. But I found the dressmaker and she told me she would make those blouses. I just lacked the fabric, “Heinemann relives today, recognizing that he was not a couturier; He was an architect. “So with my way of making buildings I designed the models and I explained them to the dressmaker and she misinterpreted everything because I did not know how to explain myself well or knew the jargon of the profession. But clothes came out with charm. Thus we begin ».
This German architect believes that the first designs they created were very successful. «We found some wonderful fabrics, with prints in Valencia. It was the fashion of floral prints that we started in Ibiza ».
In the case of Paula’s, there were no expectations or defined challenges. “It was the boutique that was made at the time and the style that emerged with the creativity of the moment. It was a creativity that never thought about success or the market. It was an anti-commercial creativity », relives its owner.
As for the prints, colorful and with drawings that Heinemann himself created. Those responsible for the well-known boutique began to generate their own fabrics and their own prints with a quality different from the market and complex to copy. “We made some very novel models that caught the attention of artists like the American singer Donna Summer or Freddie Mercury. From theater people or presenters of German television. Of people of the aristocracy like the duchess of Alba or the one of Badajoz. From an audience that, in short, was open to this style.
The result can not be better! look for yourself!