THE GLOBAL LOCKDOWNS and restrictions on movement that are still in place make the attendance of physical events of any kind limited, including fashion shows.
Instead, rather than the popular medium of digital presentation, LOEWE and Jonathan Anderson have opted to showcase their new collection via printed matter: a newspaper supplement with attached article, released globally in a selection of different broadsheet publications. Centered around a character study, by photographer Fumiko Imano, of the model Freja Beha Erichsen, the design is executed by LOEWE and Jonathan Anderson’s frequent collaborators, M/M (Paris).
Le Figaro and Le Monde in France, El Mundo of Spain, The Times of London, The New York Times, and Japan’s The Asahi Shimbun, will all carry the slender volume, on the date that the LOEWE runway show was scheduled to take place. The Fall Winter 2021 collection itself will be available in stores from August.
Following the naming convention established last summer with his ‘Show In A Box’, another paper-based evocation of a runway show not-tobe,

Jonathan Anderson has called this ‘A Show In The News’. His evident intention is to reach beyond a fashion focused audience with this supplement, which showcases images of LOEWE’s upcoming styles. And fashion is about a moment in time, inherently connected to a daily newspaper, which serves as a record of the ‘now’. Alongside imagery, the LOEWE newsprint edition contains an extract from a newly published book by the acclaimed novelist Danielle Steel. Its title is ‘The Affair’. Its inclusion here references literary traditions: the serialization of famous works in nineteenth-century newspapers by figures such as Charles Dickens and Alexandre Dumas. Today, Ms Steel is the world’s best-selling living author, with 800 million copies of her 180 books sold. Her latest work, neither directly referenced by nor referential to Jonathan Anderson or LOEWE, takes place in the fashion industry, its heroine the editor of a fictional fashion publication.That this plot needs no further explanation is an example of fashion’s pop-culture currency: documentaries and feature films have, over the past decade, broadened public perceptions of what was previously considered a niche interest.

Fashion has been democratised, in the modern world, because its images can be consumed by all - it is both a part of culture and, in itself, pop culture. Often showcased online, or via social media, those images however can be fleeting. Conversely, there is a tangibility to a news-paper, giving the fantasy of fashion a physical presence. You grip a newspaper, you turn the pages. Here, you see a show in the news—a fantasy. Hopefully, it will make you dream.

Widely recognised as the world’s bestselling author, DANIELLE STEEL’s books have been published in 69 countries, 43 languages and sold over 800 million copies. Dividing her time between homes in San Francisco and Paris, in 2014 Steel was decorated as a Chevalier of the Order of the Légion d’Honneur by the French government.