L-O-E-W-E, do you have it?

Five letters may sound simple, but they’re not! Since its creation, the Spanish House of LOEWE has suffered from a general confusion about how to pronounce and spell its name.

Based on this insight, the brand called on actors Aubrey Plaza and Dan Levy to produce a completely offbeat film, full of irony and self-mockery, featuring them in a parody spelling bee show.

A film with a humorous tone, to be sure, but which also serves very skilfully to retrace the different periods of the Maison, from the 70s to the present day, in order to educate new generations about LOEWE’s heritage and legacy, sadly little known compared to other historic houses such as Chanel or Yves Saint Laurent.