Embrace the Unconventional: LOEWE Pre-FW23 Campaign
by Adriano Batista
In the spirit of minimalist aesthetics that currently dominates artistic creation, LOEWE unveils its Fall/Winter 2023 pre-collection campaign—a bold yet subtly eccentric exploration of the vibrant community of artists and visionaries who gravitate towards the brand. Captured by the visionary lens of Juergen Teller, this campaign portrays actors, curators, singers, and models—individuals from diverse backgrounds and ages—in a captivating blend of authenticity and staged spontaneity.
Renowned actor and director Takeshi Kitano, alongside talented actresses Aubrey Plaza, Myha’la Herrold, Ruth Negga, and Sonoya Mizuno, musician Dev Hynes, model Xiao Wen Ju, artists Nairy Baghramian and Koo Jeong A, actor Murray Bartlett, and curator Hans Ulrich Obrist, take center stage in this captivating visual narrative.
This collaboration marks another chapter in the ongoing creative partnership between LOEWE and Juergen Teller—a fusion of raw authenticity, biting humor, and a statuesque approach to body language and poses. The campaign features enlarged photographs from Teller’s personal archive, acting as striking backdrops that juxtapose with the outdoor setting. This contrast creates a whimsical and slightly surreal tension, blurring the lines between reality and representation, inviting viewers to delve into the intricate details and enhanced by interpretive poses.
Witness Hans Ulrich Obrist clutching the Puzzle Fold Tote in front of a photograph. Meanwhile, Takeshi Kitano holds the Puzzle as if it were a phone, with a photo of a telephone leaning against the wall behind him. These bold and playful poses and situations mirror the essence of LOEWE’s FW23 pre-collection—a harmonious fusion of clean silhouettes, daring details like oversized bows and standout corsets, and an iconic allure.
Juergen Teller’s dynamic and unapologetic portrayal breathes life into every frame, capturing the essence of LOEWE’s Pre-FW23 collection with an energetic drive that is both reductionist and expressive. Take a look below:
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