In a world brimming with embellished aesthetics and high-concept fashion shoots, LOEWE’s new global campaign takes a refreshingly straightforward approach. Captured by acclaimed photographer David Sims, the latest campaign strips away all artifice, focusing intently on the subjects and their attire as extensions of their identities.
Set against a simple white backdrop, actor Daniel Craig and LOEWE Global Brand Ambassador Greta Lee stare defiantly into the camera. Craig, embodying the essence of artist Richard Hawkins who inspired the collection, portrays a collage of personalities. His commanding presence and audacious stance vividly animate the knitted jumpers, cargo pants, leather blousons, rugged boots, sleek trainers, and intricately embroidered trousers—key, Americana-inflected pieces of the collection.
Meanwhile, Greta Lee’s portrayal is enigmatic and natural. She is pictured sitting on a white stool, standing up, and reclining on the floor, with unkempt hair and a bare face, exuding an effortless beauty. Her poses highlight the billowy volumes and the tension between the structure and fluidity of her garments. The stark lighting enhances the botanical and trompe l’oeil prints, making them appear almost alive.
The campaign's direct, unembellished approach extends to still-life compositions as well. The embroidered Squeeze bag, the Flamenco Purse in mellow nappa, and Campo biker boots are displayed from above, catalogued like precious artefacts. These items are carefully placed over coloured prints by David Sims, accompanied by mysterious objects such as keys, a stone, a plant, and a candle, adding layers of intrigue.
Men's accessories are photographed in a bathroom setting, suggesting a personal narrative. The vivid green Puzzle Fold tote sits in the washbasin, the Pebble Bucket bag hangs behind the door over a bathrobe, the Squeeze XL bag rests on the floor, and the Groove round sunglasses are positioned inside a glass—each element contributing to the depiction of Daniel Craig’s multifaceted character.
LOEWE’s FW24 campaign is a profound exploration of the intimate relationship between individuals and their clothing. With its raw, unfiltered directness, the campaign challenges conventional fashion imagery, presenting a bold statement on authenticity.
For more details on LOEWE's FW24 campaign, visit HERE
Words by Jheanelle Feanny
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