Amidst a global health crisis, Spanish luxury brand LOEWE takes the high road and supports socially vulnerable children through monetary donations to a local charitable institution
“Joy, in these troubled times, means to maintain a positive outlook on things. Children are joy and deserve joy,” begins the heartfelt letter penned by Loewe’s top leaders, Creative Director Jonathan Anderson and Chief Executive Officer Pascal Lepoivre. Not surprising from a brand with a philanthropic arm—the Loewe Foundation; pioneered by Enrique Loewe Lynch, a fourth-generation member of the Loewe founding family. The foundation was established with a mission to promote creativity, educational programs and to safeguard heritage in the fields of poetry, dance, photography, art, and craft.
Furthering the vision of promoting education with a focus on more susceptible communities, Loewe collaborates with Plataforma de Infancia—a Spanish alliance of social organizations that works to protect children and adolescents’ rights. This strategic partnership aims to launch a series of educational programs within the region to reduce inequality of school dropouts. To fund this bold and benevolent initiative, for every product of the Paula’s Ibiza collection sold between May and August 2020 in Loewe stores and on loewe.com, Loewe will donate 40 euros to educational projects on top of an initial donation of 500,000 euros. The collection’s vibrance and exuberance evoke a much-needed joie de vivre in light of the times. “Paula’s Ibiza embodies the spirit of letting go,” says Jonathan. “In this collection the sense of escapism and joy becomes total. As a positive and energizing message, I believe it is very apt for this moment.
Supplementing the munificent venture, Loewe is also donating 100,000 surgical masks to the Spanish Red Cross to assist the medical health workers who have put themselves in the front lines to save lives. As for volunteer workers, Loewe employees, and their families, Loewe ensures that they are also given aid with the Maison’s Getafe factory producing non-surgical masks for their benefit. As of June, Spain ranks 4th globally in terms of the number of cases at more than 286,000 afflicted and 6th in the number of deaths. As the world struggles to adjust to the new normal, more luxury brands continue to evolve. With Loewe, like its LVMH peers, the change comes with a more positive outlook and a brand voice that speaks with a more pronounced heart to give.
LOEWE is located at Shangri-La Plaza Mall East Wing
Photos from LOEWE