I’ve been on this crusade, kind of, to build instead of a luxury brand, a cultural brand. Cultural brands have to have responsibility, but that doesn’t mean that they have to be boring,” says Jonathan Andersonover the phone. He’s just arrived in New York to celebrate his latest project for Loewe: a series of T-shirts printed with the artwork of David Wojnarowicz whose profits will benefit Visual AIDS, an organisation that supports HIV+ artists. At £75 each, the three styles of tees will be on sale from today on Loewe’s website.

The project is one of many Anderson has undertaken at Loewe – if you’ve been following his Instagram you’ve seen his new Resort 2019 collection for the label featuring a Charles Rennie Mackintosh collaboration – but it’s one of the most personal yet. The designer first fell for Wojnarowicz’s artwork years ago while a student at university. “I remember going to Montreal, going into a bookshop, and picking up a book of Peter Hujar’s that has that incredible portrait of Wojnarowicz because they were friends,” Anderson begins. “I bought the book for about $10 and I became, like, obsessed. That moment in American art is so incredible. You have Peter Hujar, you have Wojnarowicz, you’ve got Paul Thek. It’s something you can kind of see today, where there is a real response to what’s happening in society.