Sheila Loewe takes helm of her family's fashion house

Madrid, June 21 (IANS/EFE) Sheila Loewe is the fifth generation to lead her family's Spanish fashion house and will also serve as head of the Fundacion Loewe, setting her sights on expanding abroad via the universal language - dance.

"I feel excited and much happier than I would have imagined," Loewe said.

Sheila, who took the company's helm from her father, Enrique Loewe, has started writing a new chapter in the firm's history, signing a three-year agreement with Spain's National Dance Company that covers a series of projects aimed at teaching dance in public schools.

"Our hope is to show and teach dance, and, of course, to train future generations," Sheila Loewe told EFE.

Sheila Loewe said she always wanted to work in the family business, but her 72-year-old father would not allow her or her two sisters to join the firm until they proved themselves.

The family firm, which was founded in 1846, markets designs rooted in Spanish culture around the world.

"Fashion reflects different cultures and we have found nice ways to link them via the foundation," Sheila Loewe said.

Fundacion Loewe was created in 1987 in an effort to show society that the Loewe fashion business was not elitist and had a mission of demonstrating that Spanish culture matters.

--IANS/EFE

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