Dior has confirmed that Jonathan Anderson, the designer who injected viral buzz into Loewe’s Spanish label, will take the helm of its menswear division. The news became official in mid-April 2025 when LVMH CEO Bernard Arnault announced at a shareholders’ meeting that Anderson would design Dior’s upcoming June menswear show. This ends months of speculation following Kim Jones’s exit in January. Anderson’s first collection for Dior is slated to debut in Paris on June 27. Fashion insiders greeted the news with excitement. Though widely anticipated, the move is still expected to bring fresh “buzz” to Dior, given Anderson’s knack for creating culturally resonant fashion moments.
Anderson’s 11-year tenure at Loewe saw a remarkable transformation of the brand. When he took over in 2013, the leather house was respected but hardly cutting-edge. His sweeping overhaul quickly paid off, from rebranding logos to redesigning stores. Loewe’s annual sales soared from around €230 million in 2014 to over €1 billion by 2024. Equally dramatic was the cultural impact: Anderson turned Loewe into a generator of viral trends and must-have items. He introduced the Puzzle bag, a cubist leather handbag that became an “it” bag of the decade, and followed with witty pieces like a tomato-shaped purse and a pigeon clutch that sparked online frenzies.
Anderson’s runway shows and marketing at Loewe were similarly influential. He treated the catwalk like an art installation, adding surreal touches that got people talking – heels shaped like balloons. His advertising was eclectic too, featuring personalities from Anthony Hopkins to Rihanna – whose custom Loewe outfit at the 2023 Super Bowl halftime show became a defining pop culture moment. As Dazed magazine said, “Jonathan Anderson’s Loewe era will go down in fashion history”.
Central to Anderson’s appeal is a design aesthetic that mixes experimental whimsy with respect for craft. At JW Anderson and Loewe, he became known for subverting gender and silhouette norms – sending male models in frilled shorts or strapless tops to challenge convention – and merging wearability with art through surprising proportions and materials. He also balanced traditional hand-craft with technology-driven experimentation. Often, his collections were narrative-driven, with one season exploring digital culture’s blurred realities and another conjuring a different fantasy.
At Dior, Anderson’s style hallmarks will be tested on a bigger stage. Dior’s menswear has ranged widely under previous directors, leaving ample room for Anderson’s inventive touch. Observers say there is “a real opportunity for Anderson to make an impact here,” modernizing Dior Men while honouring the house’s heritage. With Dior’s archives and ateliers, he can reinterpret classic codes through his imaginative lens.
Loewe and Dior have very different brand DNA: one is a quiet Spanish leather brand, and the other is a storied Parisian house. Anderson must merge his forward-thinking vision with Dior’s strong traditions, which is a challenge and an opportunity. He proved at Loewe that he can update a brand without losing its identity, a balance he’ll need again at Dior.
Some creative tension is inevitable. Anderson must keep Dior’s output commercially appealing even as he pushes the design envelope, ensuring his eccentric ideas resonate globally. There’s also speculation that his remit could eventually extend to Dior’s womenswear, a vast undertaking. For now, he’s focused on Dior Men.
All eyes will be on Paris as Anderson debuts his first Dior Men collection on June 27, 2025, an event already generating intense anticipation. Anderson is often described as a “unicorn”,” a designer with “boundless energy and ideas” who also knows how to sell clothes. He has shown he can win over critics with original designs while driving growth. Dior will be looking for him to repeat that magic.
If anyone can bridge Loewe’s avant-garde spirit with Dior’s storied elegance, it’s Jonathan Anderson. The fashion world will soon discover if he can craft Dior’s next defining chapter.
