It is not every day that a customer gets the opportunity to be part of the creative process and design her own handbag. However, as big fashion and accessories brands look at fresh ways to attract customers, Loewe is raising the customisation of luxurious accessories to a new level.
Customers get inspired with the aid of an iPad showing the templates of a series of bags. Their ideas are then sent away to artisans in Spain and a few months later are returned finished, beautifully packaged and received with the knowledge that this bag is exclusive to them.
At a special event to be held in Hong Kong next Wednesday, to be attended by Loewe creative director Stuart Vevers and chief executive Lisa Montague, top clients will be invited to customise the iconic Amazona and some of the brand's other covetable handbags, such as the Maia, the Flor clutch and the Lea.
'I don't think we have ever offered as much opportunity to play with things as now. It will be interesting to see what happens,' Vevers says, adding that he is also curious to see what combinations his imaginative customers will come up with.
Tod's, the Italian accessories brand, began a similar custom-made service for its Tod's Icons - the D Bag Gommino shoe and Ballerina - 18 months ago in its flagship boutiques around the globe. It is a new move for labels pushing their luxury credentials in parts of the world that are so far relatively unscathed by the economic crisis in Europe and America. Some are focusing on the mass market; for instance, Versace, which is following on the heels of Lanvin and Stella McCartney with a capsule collection in collaboration with Swedish fast-fashion chain Hennes & Mauritz. Loewe, however, is pushing in the opposite direction, aiming special collections at its top-tier clients.
Clients, flying into Hong Kong from all over the region for Loewe's fashion event, will also have the first opportunity to privately order from the spring-summer 2012 collection, which was unveiled on the catwalk at a salon showing in Paris earlier this month.
Drawing inspiration from the architectural tiles and motifs of the Alhambra palace in southern Spain, Vevers has created geometric puzzle prints for his printed silk twill and jersey blouses and dresses. The label's signature materials, silk and leather feature in lean and elegant over-the-knee dresses, or blouses tucked into skirts, the most desirable being made of bands of grey or dark blue suede and patent on organza. There's a series of airy perforated leather skirts and suits to look forward to, and a new super-light leather that reverses to suede and is the lightest skin Loewe has ever produced.
