Youth culture: Loewe offers bright young range

London – Luxury fashion house Loewe has launched its new Tales of Spain collection aimed at young people.

Brands and retailers are adjusting to Hi-Lo shopping behaviour among Millennials – that is, buying and wearing both luxury and mass-market clothes.

The new range, which will be available exclusively at Selfridges from 22 May, includes scarves, bags, jewellery, sweatshirts and purses. The use of bright colours and bold patterns is designed to appeal to young people and reflect their association with fun, energy and optimism.

An accompanying promotional film also reinforces the youth theme through the use of vibrant colours and patterns. The film’s graphics, including spinning icons, pages that roll over one another and twirling patterns, also reference the early days of the internet.

Brands and creatives are increasingly rejecting slick and corporate-looking websites for more authentic graphics that revive the sense of excitement from the early days of the internet. For more, read our Netstalgia macrotrend.