Yesterday, at Paris Fashion Week, lucky attendees immersed themselves in the collaged reality of LOEWE FW24 Menswear (Instagram), a unique blend of artistic expression and fashion. Artist and creative Richard Hawkins’ aesthetic universe showcased a multitude of desirable characters as they broke away from formality.
The show venue, reminiscent of LOEWE’s iconic 1960s window designs, features 12 video collages by Hawkins. Brand ambassadors and internet personalities merge seamlessly, bringing a provocative juxtaposition to the white cube space. It’s a unique collaboration that celebrates the collision of art, fashion, and the digital age.
In a world flooded with TMZ, Us Weekly, and social media, LOEWE’s FW24 Menswear takes a bold step further into the exploration of contemporary masculinity. Richard Hawkins created a collage of realness, shattering the idea of a single look appealing to all, or being suitable for all occasions. A multitude of characters emerged, each one desirable and straightforward, embodying a restlessness that ran through every piece.
The collection dives into crystallized form of American iconography, capturing action in each look. From coats to tracksuit bottoms, Biker boots to skater sneakers, pieces are intertwined—shoes to socks, trousers to jackets—a sardonic attempt to impose a look in our collaged reality.
Richard Hawkins’ work becomes more than art; it becomes print, jacquard on knit, embroidery on oversized Squeeze bags, and embellishments on the Puzzle Fold tote. The collection embraces a blatant expression, mirroring the collaged reality we live in.
Throughout it all, LOEWE’s FW24 Menswear show invites you into Hawkins’ aesthetic universe, a journey that spans over 30 years of fascination with the male body. Colliding disparate imagery, Hawkins creates a personal narrative of desire, foreshadowing our daily seduction by streams of images. Hawkins’ collaged realness took centre stage, creating a world of sardonic elegance and desire, where every piece tells a story.
For more stories of fashion, like this of LOEWE, browse This Is Yung.
