LOEWE just dropped its Spring/Summer 2024 pre-collection campaign, and it’s a visual prism of unique characters and the threads they’re rocking.
It’s all about that creative connection between Jonathan Anderson and photographer Juergen Teller. And who’s bringing this campaign to life? An eclectic lineup from the worlds of music, film, art, and fashion. We’re talking Greta Lee, Maggie Smith, Dakota Fanning, Mike Faist, Rachel Jones, Fei Fei Sun, and LOEWE’s Global Ambassadors, TAEYONG and Josh O’Connor.
The game here is simple. These characters stare right into the camera, sometimes daring, sometimes carefree, and they do it in everyday settings. Think a brick wall, a wooden deck, a room with shabby wallpaper, or a corner with stacked chairs. Even an empty pool makes the cut. But what’s the star of the show? The casual display of LOEWE bags, from the Classic and Edge versions of the Puzzle to the Fold, Squeeze, Pebble Bucket, Paseo, and Fold Shopper. Plus, there’s a special tote Puzzle Fold, born from a collab with Suna Fujita’s ceramic studio in Kyoto, crafted by Shohei Fujita and Chisato Yamano.
Juergen Teller’s signature unfiltered gaze takes these campaign stars, dressing them in resized classics from the collection. Think simple knits, jeans, denim tops and skirts, sheepskin coats, and leather pieces, all with a twist of twisted realism.
LOEWE’s craftsmanship signature comes to life as the campaign images are ripped out, slapped on white backgrounds, and rephotographed. It’s like photos within photos, turning into meta-photographs, giving them a sculptural vibe and a tangible feel – quintessential LOEWE.
Check out the images below:
