Loewe X Dime Editorial | Kyla Evans, AD4802 Brand X

Kyla Evans Loewe X Dime, 2024

We(LoewexDime)existtopush,shatter,andglidepastboundaries.Takingrisks headon,andchallengingeverythingisourstory;rootedinskateculture.Our communityiseverything,andoureverythingiscommunity–fromthestreetsto thestitching,it’sourpurposetobringpeopletogetherinafusionofskateand luxury,withglobalpotential.

Ourblendedproductswillbetirelesslycritiqued,soweleavenoroomforflaws whilstpioneeringthefashionindustry’sunderstandingofwhattruequalityand craftsmanshipis.Oursought-afterlabelswillinspiredistinctivecuriosityboth forthesakeofourcustomersandourlegacy.Weembracechangewithinnovative solutions,andwillproudlyleadtheindustryandconsumerstowardssustainable practices,sowecanleaveourmarkontheworldwithoutdamagingit.

We’reheretoshowtheworldwhathappenswhentwocommunitiescome together.We’reseriousaboutpurpose,butcan’ttakeourselvestooseriously. We’realsohereforthefalls,thelaughs,andeverythingthatmakesourcommunity whotheyare–becausethey’reourstory.

The collaboration between Loewe and Dime aims to push and break boundaries, much like the skateboarding culture. It is about taking risks and challenging oneself, which is the story behind this partnership. The collaboration between Dime and Loewe is centred around community. Dime’s customers are passionate about skateboarding and being part of the skateboarding community. By teaming up with Loewe, Dime will be able to reach beyond skate culture and attract new audiences.

This collaboration will be beneficial for Loewe as well, as it will enable the brand to reach new audiences and create excitement around its products.

Loewe aims to remain relevant and innovative in the constantly evolving fashion industry by prioritising collaboration and upholding its commitment to quality and craftsmanship. By embracing new ideas and pushing boundaries, much like Dime, the collaboration will excite and attract consumers, making it a sought-after label. The partnership will generate excitement not only among Loewe’s loyal customers but also among new ones such as skaters who are curious about the brand’s distinctive fashion approach. Collaborating with my partner, we present a shared vision of Loewe x Dime within this editorial, However, I have worked on some elements separately.

Loewe X Dime logo

Loewe is the oldest luxury fashion house so when considering the design of the logo it was crucial I could present their high status and give them authority. I wanted to insert Dime’s “humour first, skater-second” mentality into the logo as this would serve as a reminder that Dime isn’t looking to be taken seriously which could be questionable to loyal fans of Dime upon seeing their collaboration with luxury brand Loewe.

An initial logo idea was to create an orientational intersection, granted that it would work well for editorials such as for columns in addition sharing the letter ‘e’ shows the brand’s audience collaboration, I think it is perhaps too simple. If I could improve this logo I would reconsider the font of the logo or digitally manipulate the letter ‘e’, as well as incorporate elements of humour to represent Dime.

The following two logos are a play on Loewe’s famous anagram, the duplicate logo I am not fond of because I couldn’t get the anagram to

fit within the letter ‘d’s centre without cropping off the anagram, I quickly abandoned this idea. I also considered that unless you are a cult follower of Loewe the anagram isn’t easily identifiable without pairing the name Loewe, in particular Dime consumers.

As for the next logo, I do view it as being visually pleasing however as I previously mentioned I needed to present Loewe’s high status and I felt that placing the name Loewe underneath Dime would undermine them as a brand and it is against the ideology I was to present.

This is the development of what I want the logo to look like, I very much like the quadruple-L insignia anagram, and I believe it delivers personification which is what I would like to present in this collaboration. Selecting the singular lower right ‘L’ which looks like the letter ‘D’ I replaced Dime’s ‘D’ with Loewe’s insignia, I am well pleased with the result of this so I have considered this the foundation of the Loewe x Dime logo.

As I previously mentioned, placing Loewe underneath Dime doesn’t present their high status so I won’t be using this.

I discovered in my research on Loewe the following “Art is a boundless source of inspiration for LOEWE and we are committed to supporting the artists and creators that inform our collections.” Taking this into consideration I wondered if I could incorporate Vincent Tsang’s artistic creations with the Loewe x Dime logo.

Expanding on the use of personification and Dime’s humour I placed Vincent Tsang’s skateboard illustrations on the logo to create a comical scene. I very much like the placement of the skateboard characters, it conveys Dime’s identity as a skateboard brand.

In continuation of logo development, I considered the balance of both brands and replaced the upper left skateboard character with Loewe’s name, this coveys Loewe’s high stature as well I believe it is visually cleaner. To improve this I could widen the stroke of the characters to make them more noticeable.

I recognised that the skateboard characters were not easily noticeable in contrast to the logo’s letters so I sought to see if I could find another illustration from Tsang that would work for a logo. I discovered a pre-existing Dime tee with Tsang’s signature character warped to the Dime logo, I then merged Loewe’s insignia ‘L’ which I thought would be effective to make the character climb through the letter and create a sense of interaction.

This is the finalised logo for the collaboration of Loewe X Dime.

I created this pictorial logo to accompany this editorial. The logo features Tsang’s skateboard characters integrated into the ‘L’ anagram. Initially, I had planned to use only one logo for the collaboration, but then I decided to create a liquid identity that includes a primary logo mark with the typeface and a secondary logo mark represented by a simplified illustrative style. This approach gives me more flexibility when placing the logo throughout the collaboration.

On the following page are logos designed by my partner that we chose not to use for our collaboration.

Consumer profile

The Loewe x Dime collaboration will cater to a niche audience of individualists, who value high-quality garments and statement pieces that will remain timeless. To establish relatability between consumer and brand, it would be ideal to promote the collaboration featuring a diverse range of models that may not be classified as having a fashion editorial appearance. As Loewe’s traffic audience is mostly female it would be vital that the products are either unisex or offer a women’s

range which contrasts with Dime where they haven’t matter-of-factly affirmed their clothing is suitable to fit women at all.

Loewe’s current largest audience consists of individuals aged between 25-34 years. However, I intend to expand this age range and make the collaboration appealing to teenagers as well as middle-aged individuals. To aid in the visualisation of the ideal Loewe x Dime consumer, I have created the following consumer profiles; these will assist me as I generate my ideas as well as this moodboard.

Name: Isabelle

Gender: Female

Age: 19

Location: Madrid

Occupation: Student

Hobbies/Interests: Travelling, participating in social activities, roller skating, visiting art galleries, enjoys tapas

Clothing preferences: Streetwear, urbanism, online store shopping, puts quality above all

Name: Jared

Age: 35

Location: Los Angeles

Occupation: Project Manager

Hobbies/Interests: Skater contests, weekly social clubs, conventions, fitness, visiting friends, video games, going to the cinema

Clothing preferences: Highend streetwear, puts quality above all, online shopping, minimal aesthetic

I have considered that one of the fundamental elements that the collaboration of Loewe x Dime needs to be successful is a product that demonstrates Loewe’s superior leather craftmanship. An example of this would be to create a leather handbag, I would like the handbag to be unisex to reach a broader audience, my initial idea was to create a skateboard carrier; a leather backpack with adjustable straps that had utilities that could carry a skateboard, this would represent a balance of both brands. Expanding on the idea of a skateboard carrier I considered a leather tote bag with a ‘skateboard’ on the base of the bag, the mounting holes acting as handbag feet, the skateboard design would need to be a fusion of both brands, I would need to incorporate the logo to the skateboard deck design as this would be the focus point of the product. As skateboarding and streetart work in sync, I would try to produce a design that has a graffiti-like appearance whilst incorporating the logo. I think Dime would benefit greatly from Loewe’s leather expertise by recreating their existing wallets, I was thinking of creating a card holder that was unisex.

An idea that occurred to me whilst stumbling across the collaboration of Loewe x Spirited Away was to utilise Vincent Tsang’s illustration characters, referring back to my previous mention of Loewe’s commitment to supporting artists and creators, I thought this could be an interesting and exciting product that demonstrates both brand ideologies.

Collaborative

Stepping away from the leather I gave thought to creating a household product or collector’s piece, in the course of my research I found that Dime has previously made non-wearable products such as kitchen toasters, mugs, candles, as well as a jigsaw which I uncovered on their Instagram. I very much liked the idea of recreating a jigsaw as part of the collaborative collection as it conveys a sense of community which is the core element of skateboard culture, as well it suggests the noneseriousness attitude which Dime often preaches. In regards to the jigsaw design itself, I will write about it shortly.

Playing on the idea of puzzles and games, I wondered if I could create Loewe x Dime playing cards, unlike the jigsaw, playing cards are easier to carry, considering a skater may want to take a pack of cards to skaterparks. I explored the idea of playing cards and recalled there are Spanish-suited playing cards (Baraja española), creating playing cards that were

Product ideas

Spanish would pay homage to Loewe’s Spanish-orientated brand, it also evokes a sense of luxury. It would be amusing if I could perhaps use Vincent’s illustrated characters for the designs of the cards and give them crowns to represent their suits.

In many Loewe campaigns, the theme of fruit and vegetables is often used, “We consume

what we are told to consume”.

According to a source that accompanied Loewe’s 2017 ‘Fruit’ campaign by Steven Meisel, they are “striking compositions that point evocatively to notions ranging from taste, nature and biology to disguise, artifice and desire.” This parallels Dime’s unconventional design mentality, referring to their “Banana Stomper” shoe which was created specifically for those who

have a fetish for stomping on bananas. For the Loewe x Dime collaboration, I suggest using a banana as Dime has already favoured it and has a humorous concept in regards to slipping on a banana peel which is viewed as being comical, I could design a scene where a skater is jumping over a peel which I will use as the design for the jigsaw.

Elaborating on the idea of a collectable item as well as utilising Loewe’s expertise in leather, I came up with the idea of a skateboard that has a leather deck, the leather could include a range of techniques such as jacquard and embroidery, it could be possible to design the leather to fold like the existing Loewe ‘puzzle bag’ which would pair with my jigsaw idea.

My collaborative partner suggested recreating the Dime toaster and doing a campaign in a kitchen with the addition of including anthurium’s (flamingo flower) which was Loewe’s staple accessory for their S/S 2023 collection. I conjured the idea of creating a coffee stencil/latte maker where the design was Vincent Tsang’s skater character, as this would be a lower-priced item, it allows more fans of Dime and Loewe to own a piece of the brand no matter their affluence, as to recognise the affordability of both fan bases

As a collectable item, I thought it would be fun to create a skateboard-shaped Loewe x Dime chopping board with elements of leather/ suede, this would represent Dime’s bizarre brand ideology and nod towards Loewe’s craftmanship. I did like the idea of using a kitchen as a campaign location as kitchens are communal rooms conveying the sense of community within Dime.

Continuation ...

Expanding on houseware items, I liked the concept of creating a Loewe x Dime clock or lamp to correlate with both brands’ interest in homeware.

Through my research, I discovered both brands Loewe and Dime have produced pixel-inspired products in the past, such as Loewe’s Pixel capsule collection SS23 and Dime’s graphic tees with pixel-like designs. Considering Loewe’s focus on art and technology, I thought creating an artifical reality space at a Loewe x Dime pop-up store would be a great idea. This would allow guests to view pixelated products or models in a real-life form, offering an innovative and immersive experience. Following along similar lines, perhaps creating another collector’s item such as a handheld skateboard video game on a custom device.

My Loewe x Dime consumers are social and enjoy outdoor socialising with friends and meeting new people, keeping this in mind I considered creating an eco-friendly ashtray. I discovered through my research on Dime that there is no conversation about sustainability, unlike Loewe who in recent years has made an effort. “We’re combining our longstanding knowledge of craft with new research and technologies to help lessen our impact on the planet. Every day, we explore new sustainable practices in everything from material sourcing to designing, manufacturing, packaging and the building and management of our sites and stores.” I see an opportunity for this collaboration to strengthen both brands

by offering an eco-friendly product as well as a new outlook. As I just mentioned, my client is social and enjoys travelling, so I considered convenience when designing the ashtray, particularly for a skateboarder. It has a pocketsized design and a compactable lid.

To further support my eco-friendly concept, I could consider making the jigsaw and playing cards sustainable as well.

Promotion

Offering a range of traditional and modern marketing channels will strengthen the reach of the collaboration, it also suits the diverse target audience.

Unlike Dime, Loewe has a strong online presence, particularly on social media platforms such as Instagram, Facebook, and X (Twitter), it would be paramount that all of Loewe X Dime campaign imagery is presented on these platforms, Dime would also need to contribute on their Instagram which has the most active online presence. It would be wise to create videos to promote this collaboration, as Dime prefer videography over imagery to advertise products, which aligns with their belief that their “clothing is an extension of the videos.”

I would also promote the collaboration through magazines as both individual brands use this traditional marketing method. The use of magazines offers familiarity and brand credibility, Loewe would run print ads in highend fashion magazines and Dime in skater magazines such as Thrasher and Sneeze.

To generate buzz and showcase collaboration, Loewe X Dime will collaborate with influencers to increase brand image among new followers. As the younger generation (Generation Z) tends to be sceptical of traditional brand advertising, the use of influencers can help establish trust by featuring a familiar face.

To generate media attention and attain new relationships, Dime would promote their collaboration with Loewe at their annual Dime Glory Challenge and pop-up stores. Loewe would do the same at their fashion shows and charity initiatives

Lastly, to keep customers engaged with both brands and encourage new customers, I would promote this collaboration via email marketing, which both brands currently use.

Fig 2

Fig 3

Visuals

As I have previously stated, it is paramount that the Loewe x Dime collaboration demonstrates Loewe’s superior leather craftsmanship to be successful. This not only acknowledges Loewe’s strong reputation in the leather industry but also helps Loewe consumers easily identify the brand. That being so I will be making a skater tote bag, the tote bag is the ideal handbag that can be suitable for both men and women, this was an important aspect that I needed from the collaboration, a unisex product. The main body of the handbag is a vibrant orange made from paper calfskin, keeping in mind that Dime is a skater brand, I designed the base of the handbag to be a skateboard. This here is a mockup of the tote bag I created through Photoshop, of how it could turn out visually, I wanted to maintain a sense of sophistication as well as playfulness. The bag’s design is relatively simpler than that of the skateboard deck. For the skateboard deck, I aimed for a graffiti-like appearance that complements skateboarding and street-art. I planned to make the mounting holes of the product act as handbag feet, the bag can also be folded flat at the base making it ideal for travel.

I kept colour theory in mind while selecting the colours for this product, I chose the colour orange as the main colour for the bag because it was a common choice in both brands’ colour palettes as well it conveys the energy within each brand.

The skateboard deck’s focal colour is blue as it communicates loyalty and stability.

I am very happy with how this mock-up turned out. It dawned on me that I could enhance this product even more by adding wheels to turn it into a luggage bag. I am confident that Loewe customers would love to carry this with them to airports.

This tote bag will be available online and in Loewe’s stores as well as Dime’s flagship store. The product will be limited in supply to increase exclusivity.

The Loewe X Dime tote bag is the ideal product as based on my consumer profiles it aligns with both interests in travelling, additionally it conveys both brands’ mutual passions for creativity.

It is essential that one or two products from this collaboration embody Loewe’s high and luxurious status and of course their expertise in producing quality leather goods. One of these products is the tote bag, so in terms of pricing this product will be in the higher spectrum of the £2000 range, which is significantly lower than Loewe’s puzzle bags which retail between £2400-£2800 however could be questionable compared to Dime’s existing tote bags which range between £23-£60. It will be fair to put the tote bag in a higher price bracket compared to other products which I will discuss.

This is the visual design of my Loewe X Dime jigsaw, as I previously mentioned I sought to create a jigsaw for the collaboration due to it conveying a sense of community which is the core element of skateboarding culture, it also implies the non-serious attitude that Dime often mentions within their brand. Although not a product of this collaboration, Loewe has existing ‘puzzle bags’ I considered this would inwardly compliment their brand. This is the result of my jigsaw design, I thought it would be comical to have a scene where a skateboarder (wearing Loewe shoes) was jumping over an oversized banana peel, which refers back to Loewe’s obsession with fruit and vegetables as well as Dime’s enthusiasm for the banana. This humourous concept nods towards both Loewe and Dime’s unconventional design mentality concerning food. This particular product has the potential to connect with consumers on a personal level since it is a collectable item.

Customers are likely to remain faithful to both Loewe and Dime. Additionally, the jigsaw puzzle inspires a sense of community and togetherness, which is an integral part of skateboarding culture.

I believe the product design is a successful combination of both brands’ creative approaches, with an added touch of luxury. It also nods at community and togetherness which aligns with the brand narrative. Due to the product being collectable, there will be a small quantity available to purchase online, as well as at Loewe’s stores and Dime’s flagship. Versace currently offers a jigsaw puzzle that is priced at £455. Although this price might seem too high for the intended audience, it should be noted that this item is collectable. Therefore, I suggest offering a price of £175 for the Loewe X Dime Jigsaw would be more reasonable for consumers of both brands.

Following on the idea of a collectable item as well as utilising Loewe’s expertise in leather, I came up with the idea of a skateboard that has a leather deck. I felt it was essential for the Dime consumer that there was a physical skateboard in the collaborative collection regardless it may not be ideal to physically use, serving as a reminder Dime won’t neglect its core principle which is skateboarding. Designing the leather on the skateboard deck to fold like the existing Loewe ‘puzzle bag’ nods to Loewe’s inventiveness and their superior craftmanship, additionally, it pairs with the collections jigsaw product. Keeping these ideals in mind, this will establish relatability and respect from the Loewe and Dime consumers, it also upsells the skateboarder into a higher-end product. Much like the tote bag, I compared Loewe and Dime colour palettes and decided on the same shade of orange already used on the tote bag as well as an aubergine shade to contrast with the orange.

I believe this skateboard mockup nods to Loewe’s superior craftsmanship and sophistication while staying true to Dime’s skateboarding roots. Due to the nature of this product being on a larger scale as well as its delicacy, it will only be available to purchase from Loewe’s and Dime’s flagship stores. As a result, it can only be purchased from Loewe’s and Dime’s flagship stores. This exclusivity creates FOMO (fear of missing out) among Dime’s followers who are used to the brand’s limited stock releases.

It may also improve customer loyalty as fans may feel compelled to visit the physical stores to purchase the product.

The price point for the skateboard will be £1500, which keeps in mind Loewe’s high status as well as it being a collector’s item. I also compared existing designer skateboards which range between £690 (Celine) and £2200 (Louis Vuitton). Naturally, for the Dime consumer, this price may be extortionately high however Loewe needs to keep their price margin high as offering too low could dilute its luxury image.

Keeping with the game concept, I explored the idea of playing cards as unlike a jigsaw they are easier to carry. I also considered based on my consumer profile, that the consumer may want to take their pack of cards to evenings out with friends to social clubs or skaterparks. Keeping with the concept of sustainability these playing cards will be manufactured from recycled materials.

In Photoshop I designed a mock-up of Spanishsuited (Baraja española) playing cards, I chose to use Spanish-suited playing cards to pay homage to Loewe’s Spanish-orientated brand as well it aligns with Dime’s anti-trend mentality by producing something out of the ordinary. Keeping it on par with Dime’s “Humour first skater-second” mentality, I used Vincent Tsang’s illustrated characters for the designs of the cards, I gave them graffiti-like crowns to represent their suits, of course I included Loewe’s anagram to convey Loewe’s quiet luxury and high-status brand.

Dime’s existing playing cards are priced at £14, which is significantly lower than luxury versions such as Hermés (£145) and Prada (£490). The Loewe X Dime playing cards will retail for £68, and pricing the playing cards for less than £100 will create a sense of accessibility and ownability from loyal followers of both brands.

Both comical and elegant, this mock-up exceeded my expectations, and I am very pleased with the outcome. If I could improve this, I would make the playing cards’ edges more rounded. This product is the lowest priced of the collection, which means it will reach a larger audience. As a result, it will be available to purchase both online and in stores, as well as at pop-up locations. Additionally, it will also be possible to purchase at the third-party website ‘Ssense’ which is familiar with stocking both Loewe and Dime products.

Considering Loewe’s commitment to art and technology as well as Dime’s fun and experimental approach to their brand, I designed an artificial reality space at a Loewe x Dime pop-up store. A skater in motion acknowledges Dime’s humble approach towards creating skateboarding videos as well it would allow users to view pixelated products or models in a real-life form, providing a unique and engaging experience.

The technology element allows everyone around the world to be part of the conversation, as both brands are global, people may screenshot where they are doing their AR which shows their love for the collaboration alongside bringing exposure. Like the Dime Glory challenge it evokes togetherness and a sense of community.

The Loewe X Dime consumer appreciates art through technology establishing relatability and as the experience is free it could attract new consumers and generate hype around the collaboration.

Offering this experience only at nonepermanent stores like pop-ups, will increase online engagement and a sense of urgency to participate.

I am pleased with the concept of this experience and the campaign’s eye-catching imagery, which suggests quiet luxury and targets a diverse audience.

A shared interest among Loewe X Dime customers is socialising outdoors and meeting new people. They often smoke during these occasions, so one of the collaboration products is an ecofriendly ashtray . Correlating with the eco-friendly factor it has a compactable lid, it is also lightweight and pocket-sized, adding convenience to the consumer, particularly a skateboarder. This is the mockup of the ashtray I created through Photoshop, of how it could turn out visually, I kept the same graffiti-like pattern I have used with the playing cards and tote bag for the lid of the ashtray.

Loyal customers of Loewe and Dime may appreciate uniform products and from a marketing standpoint, it could encourage consumers to purchase other items in the collection to match. For the design of the ashtray, I wanted to present a balance of sophistication by incorporating Loewe’s anagram, utilising Tsang’s illustrations within the anagram conveys Dime’s comical design mentality.

The ashtray symbolises a lifestyle that values socialisation and the eco-friendly aspect indicates a person who prioritises quality and also they embrace modern values.

Collaborating on the skateboard deck, tote bag, and playing cards with the same graffiti print suggests a professional and cohesive partnership , the contemporary and sleek look of this ashtray makes this mockup a strong product offering.

Customers who purchase this ashtray directly from Loewe or Dime will receive a limited edition Loewe X Dime cigarette pack , it will have the same packaging as the ashtray. The pack is an add-on product. Similar to playing cards, this ashtray will be available online, in-store, and via third-party platforms that stock luxury and high-end streetwear. Dime has created an ashtray that retailed for £38.99. I found that luxury brands were selling similar products for between £264 (Versace) and £335 (Dolce & Gabbana). Considering the Loewe X Dime ashtray will be eco-friendly and possibly made from upcycled materials the price point will be lower than these existing luxury versions, retailing for £90.

SWOT Analysis

Strengths Weaknesses

• Loyal following for both brands

• Quality products

• Familiar with collaborations

• Playful design concept

• Strong brand integrity

• Unisex products offers inclusivity

Opportunities

• Both brands will receive new audiences

• Expansion outside of Canada and the U.S

• Traffic and online hype with form

• Loewe may receive a better sustainable rating by producing eco-friendly products

• More accessible to view the products in person due to Loewe’s international stores

• Dime could disadvantage the collab due to their poor online social presence

• Dime may not have the staff or resources to deal with large sales volumes or traffic due to their small team

• Reworked boot-leg logo

Threats

• The creative directors may have different visions and not cooperate well

• A skater brand collaborating with a luxury brand is not new

• Collaboration may entail legal considerations

• Dime could lose respect and customers due to the high price points of the products

• Loewe may not understand Dime’s philosophy

PESTLE Analysis

Political:

Canada and the EU Union of which Spain is a member, have a trade agreement (CETA). The benefit of this agreement is the elimination of tariffs and taxes on international goods. My collaboration needs to be within these regulations.

Economical :

Exchange rate fluctuation and inflation reflect on the imported goods, which results in the retail price for consumers plus VAT and GST factors. The U.K. economy has been in recession therefore U.K. consumers have less money to spend on luxury goods.

Social:

Due to the pandemic, online shopping has thrived. Therefore, opening many pop-up shops could have a negative impact. Increasing awareness of leather consumption.

Technological:

Growth of social media platforms and strengthing online presence. Dime’s products sell out shortly after release, so the websites must be prepared for large amounts of traffic to avoid website crashes. To prevent bots from buying items for resale, Captchas can be put in place.

Legal:

Copyright laws against counterfeit products. The website will need to comply with relevant data & privacy laws for every country and region it’ll be accessible in. Online consumer protection.

Environmental:

Minimise wastage by reusing materials. Awareness of leather usage. Transporting goods overseas contributes significantly to high levels of pollution.

References

Contextual Imagery

Page 4, Ssense (https://www.ssense.com/en-gb/ everything-else/designers/dime)

Page 5, Loewe (https://www.loewe.com/eur/en/art/ art-commitment.html)

Page 9, Olivia Singer, Vogue, 2017 (https://www. vogue.co.uk/article/jonathan-anderson-on-creating-fashion-propaganda-with-steven-meisel)

Page 9, Katherine Cusumano, WMagazine, 2017 (https://www.wmagazine.com/story/loewe-fruit-focused-ad-campaign-instagram-steven-meisel)

Page 10, Loewe (https://www.loewe.com/eur/en/information/sustainability-at-loewe.html)

Page 11, Phil Lavoie, Skateboardstory, 2015 (https:// www.skateboardstory.com/dime-mtl-phil-lavoie1/)

Fig 1, Page 2, Artwork (https://i.pinimg.com/originals/0f/42/5d/0f425d2a6d7d2fd562aa689f16baab50.jpg)

Fig 2 Page 11, Photograph (https://www.instagram. com/p/CMSr0Ttss7I/?utm_source=ig_web_copy_link)

Fig 3 Page 11, Photograph (LOE_CAMPAIGN_SS24_ SIMS_LAYOUT_SM_1080x1350_14.jPG)