Era el secreto peor guardado de la moda: Jonathan Anderson se marcha a Dior Men. Desde hace casi un año circulaban rumores de que el diseñador norirlandés dejaría su puesto en Loewe para intentar ponerse al frente de la mayor casa de moda del mundo.

And today, LVMH founder Bernard Arnault announced that the rumours were indeed true. Speaking at the group’s annual meeting with shareholders, Arnault confirmed the news when he was asked who would be replacing Kim Jones, who left Dior Men earlier this year.

No sorprende que Anderson sea el elegido para sustituir a Jones, que estaba al frente de Dior Men desde 2018. A Anderson se le atribuye haber dado mayor proyección a Loewe, que antes de su llegada era una firma española de lujo menos conocida. Ahora compite con marcas como Dior, Louis Vuitton y Bottega Veneta por acaparar la atención de los críticos de moda, los galardones y las visualizaciones en TikTok.

Anderson created an entire universe at Loewe. His designs were built upon the everyday clothing we all wear, but veered into the left-field: extremely high-waisted jeans, tunics with angel wings and ruched trousers. He made an IT bag, the Puzzle, the first new bag launched by Loewe since the 1980s, and the first from the designer. Meanwhile he was clever with his ambassador appointments, making them as left-field and unexpected as his designs, whether it was the late Dame Maggie Smith, Daniel Craig or Jonathan Anderson, who stood alongside ultra-cool new faces like Josh O'Connor and Ayo Edebiri.

It is expected that Anderson will do the same at Dior, when he will present his first collection in June 2025, creating a universe that will prove ever-more lucrative for the Parisian brand.

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