When Loewe had to cancel its autumn/winter runway show, which was originally scheduled for 5 March, it decided to showcase the collection via printed material instead.
The Spanish fashion brand created a newspaper supplement and accompanying article to document the show that didn’t take place and sent it out to subscribers of various broadsheet newspapers, as well as guests who would have attended the physical show.
The newspaper also featured an exclusive preview of the first chapter from bestselling author Danielle Steel’s latest novel, The Affair, which takes place in the fashion industry. This was inspired by Victorian literary traditions in which famous works by authors such as Charles Dickens were serialised in newspapers. Loewe creative director Jonathan Anderson has long been an admirer of Steel for encouraging generations to enjoy reading.
"A show in the news" aims to reach beyond a fashion-focused audience and tell a story that merges fiction with reality.