LOEWE’S creative director Stuart Vevers wants to revamp the Spanish leather goods label – aiming to create pieces that are practical rather than flashy.

“It’s kind of taking the bag back to its purest functionality,” Vevers said. “Luxury was becoming a word that was so overused.”

Vevers plans to use the same bag shapes each season and to keep his pieces as light as possible – each weighing under a kilo. He admitted his paring-down of the label’s aesthetic was a concept Loewe’s executives struggled with.

“I think there was some confusion as I was explaining that it was time to move on,” Vevers told the Wall Street Journal.

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