PR & Brand Communications · Second year · First Class
How Loewe earns attention without losing its heritage, and how I’d launch a luxury sleepwear line for it.
A two-part PR report. First, an analysis of Loewe’s brand communications, tested against PR theory. Then a full press launch for a hypothetical new collection, Loewe Lull, finished with a press release.
Loewe is a Spanish leather house founded in 1846. Under Jonathan Anderson it became one of fashion’s most talked-about brands. I looked at the three PR levers behind that, and the risks of each.
Partnerships that feel like stories, not logo swaps. Repeat collaborations show Loewe builds long relationships, and each one opens up a new audience.
Examples: Studio Ghibli (three sell-out capsules), On Running.
Risk: overexposure and “collaboration fatigue”.
A small, carefully chosen cast whose identity matches the brand. That works on fashion insiders who think it through, and on scrollers who just see the face.
Examples: Taylor Russell (ambassador, 2022), Troye Sivan (SS24 campaign).
Strength: intriguing, not over-saturated.
Surreal runway pieces that take over social feeds. The question I asked: can a heritage luxury house go viral without cheapening itself?
Examples: the SS23 pixelated garments, balloon shoes.
My answer: yes, as long as the spectacle stays true to the craft.
Media Impact Value from the SS23 pixel collection (Launchmetrics, 2023), much of it from viral posts. It’s proof that visibility works, but my analysis argues the real reason it didn’t dilute the brand is that the viral pieces sat inside collections built on tailoring and craftsmanship.
A hypothetical capsule of gender-neutral luxury sleepwear: pyjamas, robes and accessories in ethically sourced materials, from €250 to €1,200. The aim is to make pyjamas high fashion without the brand feeling out of character.
Run through the SOSTAC model: situation, objectives, strategy, tactics, action and control.
AIDA (attention, interest, desire, action) shapes the press release and campaign copy.
Transparency on materials and production, a wellness focus and diverse casting.
The final piece: an announcement written for editors and fashion insiders.
LOEWE
Press release
For immediate release
Madrid, 2 July 2025
Loewe introduces its newest capsule collection, Loewe Lull, a serene sleepwear range designed to blur the lines between dreams and waking.
The collection will launch through an immersive event at Loewe Casa Barcelona on 13 August 2025, beginning at 5pm. Revealing a transformed showroom, guests can experience the collection in a dreamlike environment before its official release.
Launching globally online and in select stores on 15 August 2025, the collection features gender-neutral pyjamas, robes and accessories made from ethically sourced materials. Prices range from €250 to €1,200 and sizes from XS to XXL. Creative in form and rich in detail, the collection combines comfort with conceptual design.
Visit the Loewe Lull page for behind-the-scenes campaign access, lookbooks and further RSVP information ahead of the Barcelona launch.
Thank you for your continued support. We look forward to seeing you in our dream space.
Of Loewe’s three levers, viral moments stood out: they create the most buzz, but only work because the brand’s craft and heritage sit underneath them.
Loewe Lull fills a real gap in the range, sleepwear, while every touchpoint, from the bedtime-story invitations to the ambient installation, stays true to Loewe’s love of storytelling.