Loewe Launches FW24 Pre-Collection Campaign shot by Juergen Teller
by Adriano Batista
LOEWE’s latest pre-collection for Fall/Winter 2024 is all about playing with size. Creative director Jonathan Anderson has been thinking about how different scales can change the way we see things. The collection was shown off in a unique way, at the Bekonscot Model Village, which is a tiny but detailed model village that’s been around since 1929.
This time, LOEWE’s campaign features a mix of artists and creators, including Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde, and 070 Shake. There’s even a special appearance by Jonathan Anderson’s nephew, Alfie Anderson. They all come together to form the evolving community around LOEWE.
The photos, taken by Juergen Teller, show off LOEWE’s style in a way that’s straightforward but also fun. The models pose in this small world, with a sense of playfulness and a bit of seriousness. For example, Sophie Wilde leans on a tiny castle with a denim Squeeze bag, and Alison Oliver is either in a pond or inside a fortress with the Flamenco bag. The pictures make you feel like you’re looking at something familiar but also new.
The collection itself has a bunch of different shapes and sizes, with big bows and drapes, and of course, LOEWE’s famous bags like the Puzzle and Hammock. These bags are shown in new, soft versions, set in tiny scenes to show off their size.
Juergen Teller’s photos bring a real-life feel and a touch of humor to the campaign, making LOEWE’s look something you can recognize, with just a little bit of magic.
Check out the campaign images below:
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