It’s been over a decade since LVMH asked Jonathan Anderson to take on Loewe, the then-dusty Spanish leather goods house that was in 2022 named “hottest brand in the world” by the attention-economy aggregator Lyst and the most “popular logo” in fashion in 2023. Today, Anderson wanted his latest menswear collection, shown today during #ParisFashionWeek, to be fun. “We worked a lot on all the aspects of the show like getting people who are brand ambassadors to get them to turn the camera on themselves and film themselves” Anderson told press after the show, as a digital clip of the brand’s new global ambassador #JamieDornan watched on via a digital stained glass window on the wall beside the runway.