What’s With the Loewe Tomato?

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Loewe has fashioned its brand within an ecosystem. It’s casual, it’s dead serious. It’s the platonic ideal, and it’s the freak of nature. It’s the thot daughter and the gay son. So naturally, there’s a very clearly understood vibe around Loewe. But if you saw the Loewe Tomato on Twitter and needed to know how we got here, let us hold your hand.

If you don’t know what’s going on and you somehow are reading this just because you’re a curious citizen of the world, you’re morally superior to us. But basically, a Twitter user named Gianna Rosina posted a pair of images of a very ripe and juicy red heirloom tomato with a shiny, glossy exterior and extremely satisfying amorphous organic folds. Then a fashion Tweeter with the first name Connor and the Twitter username @homocowboi quote tweeted the tomatoes saying, “This tomato is so Loewe I can’t explain it.” And honestly, Connor is right. That tomato IS so Loewe. THEN! Jonathan Anderson, the British designer who stands at the helm of Loewe, posted the tweet on his Instagram, saying, “Tuesday’s🍅🍅” So we can assume that even Loewe agrees that this tomato is so Loewe.

But why is it so Loewe? So I guess we can start with the actual Loewe Tomato, which is a fragrance that Loewe sells in the form of soap, candles, room spray, incense, you get it. It’s aesthetic as hell and a beloved scent amongst fragrance heads on Reddit. But then there’s also something else. It’s that Loewe as a visual language has a sense of humor. Their pieces are sculptural and silly, often in shapes of fish or elephants or fruit. It’s not meant for an old money aesthetic or a quiet luxury. So much of Loewe feels like an embrace of curiosity, humor, and fun.

Loewe Tomato Leaves Solid Soap, 290 g

Tomato Leaves is also available in bar soap form.


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