Brand Building: The Case of Collaboration Between Javier Carvajal and Loewe

  • Eugenia JosaEmail author
  • María Villanueva
  • Isabel Cantista
Part of the Palgrave Advances in Luxury book series (PAAL)


Through the study of the collaboration between the Architect Javier Carvajal and the Spanish luxury fashion brand Loewe, we seek to demonstrate how the relationship between architecture and fashion can become a genuine dialogue, where mutual learning and influencing occurs, which ultimately contributes to the affirmation of the values of the brand with an impact on its image and brand equity, what offers a new approach between architecture and fashion within the scope of brand management. We do that, through the analysis of the Loewe Serrano Street store, the flagship store where started the Loewe’s image renewal based on the modernisation of tradition as a luxury strategy.


Loewe Brand Store Architecture Javier Carvajal 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Eugenia Josa
    • 1
    Email author
  • María Villanueva
    • 2
  • Isabel Cantista
    • 3
  1. 1.ISEM Fashion Business SchoolUniversity of NavarraMadridSpain
  2. 2.School of ArchitectureUniversity of NavarraPamplonaSpain
  3. 3.Faculty of Economics and Business StudiesUniversity Lusíada NortePortoPortugal

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