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Jonathan Anderson launches first scents under Loewe

FashionBy Sunday World
Jonathan Anderson launches first scents under Loewe

Jonathan Anderson has launched his first fragrances under Spanish fashion house Loewe.

The Northern Irish designer became creative director of the brand in 2013 and has taken it from strength to strength ever since. Now, three years on, he’s teamed up with the label’s in-house perfumer Emilio Valeros to create two fragrances, Loewe 001 Man and Loewe 001 Women. Jonathan celebrated the scents with an exclusive dinner in London’s Whitechapel area earlier this week (beg5Sep16).

“It started off with the idea of the morning after; this idea of two people meeting and what that would mean,” the fashion star told WWD. “It’s the first time you meet someone. It’s not about sex, it can be about sex, but it’s more about that initial feeling of awkwardness. What does that tension smell like?”

He hopes customers will wear the perfumes in unison so the notes will mix, with bergamot the chosen smell to reflect the ambiance Jonathan describes above. The designer feels bergamot most easily crosses over for both genders and has a “sharp”, “tense” vibe to it.

Emilio's previous offerings for the brand include Agua de Loewe Mediterraneo and Esencia de Loewe Sport.

At his recent party Jonathan took the opportunity to reflect on some of the fragrances he has worn, reported WWD.

“I kind of wore some odd perfumes. I wear Windsor (from D R Harris & Co.;), I used to wear CK One; not very many others, really,” he recalled.

Fans can get their hands on the fragrance later this month (Sep16) either at Barneys or, before it rolls out into other retailers such as Nordstrom. And in the U.K. the scents will launch exclusively at department store Harrods along with Loewe’s flagship store in London's Mayfair.

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