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‘Blow Up’ by Loewe / Preview of LOVE S/S 2011

'Blow Up' by James Lima and Katie Grand for Loewe

Yesterday evening at the Electric cinema in Portobello we saw a double film screening courtesy of Spanish luxury leather house Loewe and Katie Grand and her LOVE magazine. Introduced by Grand was one film previewing the upcoming Androgyny issue of LOVE followed by 'Blow Up', a short film created by special-effects maestro James Lima (collaborator on big screen SFX blockbusters like Avatar, Spider-Man and Starship Troopers) and art-directed by Grand who consults for Loewe under the creative direction of Stuart Vevers, featured in our In Fashion series.

Drawn from the term 'exploded view' used by product designers for a technical drawing displaying all the components in a design specification, the bombastic film featured the house's iconic Amazona bag repeatedly exploding, pieces of hardware flying right at us. The bag, which proves itself to be rather hardy amongst the pyrotechnics, showcases Loewe's rigorous and impeccable craftsmanship and is set against the striking Brazilian bombshell Ana Beatriz Barros, chosen by Grand for being "as beautifully constructed as the Amazona itself". There's a certain irony to celebrating beautiful cratsmanship by blowing it up, but it worked and the film is beautiful.

Preceding Blow Up was a short film to introduce LOVE's Androgyny issue for S/S 2011, which had closed just that day. The issue, and its three cover stars Kate Moss, Givenchy muse Lea T and Justin Beiber, is to be its biggest yet. The Beiber cover and story was shot by Terry Richardson in a very tight 90 minute slot between gigs in Philadelphia and by all accounts the unlikely pairing got on famously. Making their own fireworks and proving (shouldn't really say this during Pitti Uomo) 'who needs boys anyway?' transgender Lea T and Moss are to be found locked in a kiss when the issue is published in early February.

By Ben Knight Evans