LOEWE’s latest pre-collection campaign, shot by Gray Sorrenti, feels like peering into a half-finished story. The images are intimate yet elusive, set in sleek modernist interiors where reflections blur the line between inside and outside. The light is warm, the mood cinematic, but nothing is spelled out, just hints of character, texture, and quiet drama.

Yang Mi, Greta Lee, Josh O’Connor, and Stéphane Bak are the protagonists, each caught in moments that feel suspended between reality and performance. Are they actors rehearsing? Writers lost in thought? The ambiguity is deliberate. O’Connor sits on a sofa, his leather jacket and a Featherlight Puzzle bag beside him, the rough fabric of the upholstery contrasting with the softness of the materials. Bak lies across a desk, holding a Puzzle bag like an object of contemplation. Lee clutches the Madrid bag, her gaze downward, while Yang Mi leans against a wall, one eye playfully covered by a cherry, her twisted dress adding to the surreal tone.

The clothes mirror this tension: structured yet fluid, with sharp tailoring and unexpected floral motifs. LOEWE’s signature play with proportion and shape is everywhere, from abstract silhouettes to pragmatic details. The bags, too, get subtle updates: the Puzzle appears in clean versions or with a biker-belt twist, the Madrid bag comes in supple grained calfskin, and the Roll-top backpack debuts in new fabrics. Even the Ola bag makes an appearance, its ruffled edge intact.

It’s a collection built on contrasts, warmth and coolness, precision and mystery, the domestic and the enigmatic. It arrives in stores and online on May 29.

Check it out below: