Through the study of the collaboration between the Architect Javier Carvajal and the Spanish luxury fashion brand Loewe, we seek to demonstrate how the relationship between architecture and fashion can become a genuine dialogue, where mutual learning and influencing occurs, which ultimately contributes to the affirmation of the values of the brand with an impact on its image and brand equity, what offers a new approach between architecture and fashion within the scope of brand management. We do that, through the analysis of the Loewe Serrano Street store, the flagship store where started the Loewe’s image renewal based on the modernisation of tradition as a luxury strategy.