LOEWE clarifies how to pronounce its name in "Decades of Confusion"

In an amusing mix of unexpected moments and colourful stylings, Decades of Confusion continues the ironic exploration of how to say (and spell) LOEWE. The film, directed by Ally Pankiw and written by Dan Levy, plays on the incessant confusion surrounding the brand’s name with an unprecedented and unique spelling bee. The film stars Dan Levy and Aubrey Plaza. Levy plays the role of the contest judge and Aubrey Plaza characterises the various contestants.

With the help of LOEWE’s archival pieces and award-winning stylist and wig specialist Michelle Ceglia, Aubrey and Dan are transformed into unique characters from each decade. Plaza goes from a nervous contestant with 70s curtain fringes and XXL glasses, to a glamorous and sassy 80s Miami style. Later, she becomes a 90s Texan socialite and ends up in a dress from the Spanish fashion label’s Autumn-Winter 2022 runway show.