Yesterday LVMH announced it had signed up YBD JW Anderson to be the new designer of Loewe, and taken a minority stake in his brand. Anyone notice anything funky about this? No? It was expected? Well, kind of. But what shouldn’t have been expected, but seems to be increasingly the case, is that while they hired him to be the creative head of one of their not-quite-there-yet brands, they allowed him to keep his own line. And therein lies a change in strategy.
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