Following the social-media storm caused by its Maggie Smith campaign, LOEWE has released its full Spring/Summer 2024 precollection imagery. It sees a unique cast of personalities from the worlds of music, film, art and fashion dressed in the latest collection from the Spanish fashion House, including Greta Lee, Maggie Smith, Dakota Fanning, Mike Faist, Rachel Jones, Fei Fei Sun and LOEWE global ambassadors TAEYONG and Josh O’Connor. The shots continue the ongoing dialogue between Creative Director Jonathan Anderson and photographer Juergen Teller.
The campaign sees the talent stare down the lens in a series of photos captured in Teller’s signature over-exposed style, contrasting the high-end elegance of LOEWE with a gritty urban setting. Teller highlights imperfection as part of a sense of twisted realism as campaign stars wear denim tops and skirts, knits, shearling and leather pieces, which feel typically LOEWE.
We see Dakota Fanning donning a ruched, fluffy sweater while holding a sleek black Squeeze Bag, showcasing its gold chain detailing. Fei Fei Sun is also pictured donning the Squeeze in Olive in its smaller size. The bag is held by her side and contrasts with a black and white short-sleeved dress worn by the model, who is pictured atop a blue diving board. The campaign protagonists also showcase the Puzzle, Puzzle Fold Tote, The Pebble Bucket, Paseo and Fold Shopper bags.
Since taking to the helm of the brand in 2013, Jonathan Anderson has transformed LOEWE from a lagging arm of the LVMH umbrella into one of its hottest and most in-demand labels, which regularly ranks highly on the Lyst Index.
LOEWE’s SS24 precollection campaign builds on the craft intrinsic to LOEWE, which is further channelled into images that appear ripped and superimposed onto white backgrounds. Images that mirror the appearance of torn paper are transformed into online-native visuals. This reflects Anderson’s ability to tap into the zeitgeist in his creative output, which, in this case, symbolises a present desire for tangibility in our digitally-driven lives.
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