If we wanted to describe Loewe in a very millennial type of way, we would refer to the infamous Live, Laugh, Love quote. If you take each word that composes that phrase, it's clear how the Spanish house represents each one of them, but for this new film release, Decades of Confusion, the emphasis is on the laught part of it. With the help of two of the most iconic comedic geniuses of our generation, Aubrey Plaza and Dan Levy, Loewe turns the phonetic controversy of their name into a humorous story where the value and timeless qualities of their pieces are highlighted at the same time.
If you’re reading this, I can only hope you know how to pronounce Loewe the right way. You had 178 years to learn, and if that was not enough, a full-on series of campaigns where they teach us how to pronounce LO-WEH-VAY and not whatever grammatical monstrosity people say. Well, it seems like that weight still feels heavy on the house, as a new cinematic piece has just been released centred around the act of not knowing how to say the name correctly. In this film, the ignorant, clueless, sarcastic, and, why not, arrogant character that is meant to portray us all is represented by none other than Audrey Plaza, the sarcastically charming owner of the RBF of the decade.
In the context of a spelling bee, Audrey's counterpart, played by a very well-dressed Dan Levy, gives her the word she's supposed to spell while she struggles to find the right letters and the right order for them throughout the decades. This is a very entertaining but also useful resource to display the different eras the house has lived in, jumping from archival pieces that include vintage eyewear and bags all the way from the seventies and eighties to the most modern and surreal proposals, like the FW22 car-shaped dress that we haven't forgotten about ever since.
Each look has its own particular style and character; some are more preppy and elegant, while others go completely diva and extra. For this, every detail was taken into consideration in terms of styling to achieve a, why not, historically accurate representation, and the stunning hairstyles by the master of wigs, Michelle Ceglia, worked as the cherry on top in all the eras. “I own a fucking handbag; I think I know how to spell it” and “Jonathan Anderson is my dear friend; I call him Jaja” are only two of the many print-on-a-t-shirt-worthy quotes that this short but effective piece by writer Dann Levy himself and directed by Ally Pankiw delivers. If being ignorant means getting more of these stunning campaigns as an attempt to culturize us, we will keep playing dumb forever.
