Loewe's film release depicts Aubrey Plaza and Dan Levy in a spelling bee, while SSENSE released its own spelling bee to promote its kids' collection.
Raising brand awareness is one thing; educating the public on how to pronounce a non-English word — much less spell it — correctly is another. And as this reporter can attest to, “Loewe” is one of those names that has long tripped up even the fashion-iest of fashion people — until now.
In a new film release, the Spanish design house has cast Aubrey Plaza and Dan Levy as a hapless contestant and the pronouncer, respectively, of a spelling bee through the ages. As Plaza cycles through ‘70s feathered) all the way up to 2024’s car dress, she offers up increasingly imaginative ways of spelling the “Loewe,” including a silent J., in which diminutive, well-dressed competitors sound out “Thom Browne” and “Eckhaus Latta.
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