Jonathan Anderson creates the first Loewe fragance.

by team Paris Social Diary, photography by Courtesy | 20 September, 2016


This is a very personal project for me. I spent a lot of time working on it because it’s something I really believe in. Above all, I wanted the fragrance to feel credible, an organic extension of what Loewe stands for today” says Jonathan Anderson about the brand’s new fragance: 001.

Departing from the idea of ‘the morning after’, the new scent, which will arrive in stores in autumn 2016 in two versions (‘Woman’ and ‘Man’), interprets the notions of purity and uncertain promise associated with the early hours following a first intimate encounter between two people.

LOEWE 001 ‘Woman’ blends an upper register of tangerine and bergamot and a sandalwood middle section with lower hints of jasmine and vanilla; ‘Man’ combines the same top and core notes with undertones of cedar and musk.

The idea is to connect culture across disciplines with an honest synthesis of art, science and craft