Still from a Loewe brand film showing Aubrey Plaza in a 70s outfit and hair style standing in front of a microphone

Loewe’s brand film finally explains how to pronounce its name

Aubrey Plaza stars in a spelling bee contest through the ages as part of a new short from Loewe, which addresses the long-standing confusion over how to pronounce the fashion brand’s name

You know fashion week season is coming around when style magazines publish guides on how to pronounce brand names. A mainstay on those lists? Loewe, the Spanish luxury giant overseen by Jonathan Anderson.

The fashion house is hoping to put any misunderstandings to bed once and for all with a new brand film, Decades of Confusion, directed by Ally Pankiw. The ad was written by Schitt’s Creek co-creator and actor Dan Levy, who stars as a spelling bee host through the ages opposite an eclectic set of contestants all played by Aubrey Plaza – none of whom can quite manage to spell Loewe based on how the word sounds.

The characters are brought to life in each era with the help of wig stylist Michelle Ceglia and wardrobes featuring archival Loewe pieces (what else?). The short film was teased with vintage-style poster art painted by fashion favourite Ignasi Monreal, and is joined by a stills campaign photographed by Hedi Stanton.

Fashion brands have parodied audiences in the past with sometimes disastrous results, but Loewe’s tongue-in-cheek film lets everyone in on the joke.


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