Jamie Dornan and Omar Apollo for LOEWE SS 2024

In the latest LOEWE Spring Summer 2024 Men’s Campaign, the essence of performance is brilliantly captured through the lens of renowned photographer David Sims. This collection, known for its gestural elegance, transforms the understated into the extraordinary, challenging the norms of simplicity with its audacious design.

The campaign is headlined by the talented Golden-Globe nominated actor and LOEWE’s new Global Brand Ambassador, Jamie Dornan, alongside the charismatic singer-songwriter Omar Apollo. Each is captured in a moment of artistic expression: Dornan, deep in thought, resonates with the intensity of an actor in a screen test, while Apollo exudes the raw energy of a live performance on stage.

Jamie Dornan for LOEWE SS 2024
Jamie Dornan for LOEWE Spring Summer 2024 MEN’S CAMPAIGN
Omar Apollo for LOEWE SS 2024
Omar Apollo for LOEWE Spring Summer 2024 MEN’S CAMPAIGN

The setting for each shot varies from the simplicity of a nondescript environment with a vintage leather chair to the vibrancy of a glittery room or a stage illuminated by bulbs. These backdrops enhance the emotional depth and performance intensity conveyed by Dornan and Apollo. Their expressions, caught in time, evoke a narrative of introspection and passion.

The clothing itself – a mix of leathers, knits, and glittery textures – is portrayed in a way that highlights its inherent beauty and tactile nature. Accessories play a pivotal role in character development, with items like the Screen sunglasses, the Puzzle Fold tote, and the Puzzle bag adding layers of depth to the imagery. These pieces are not just accessories but extensions of the characters themselves, suggesting unspoken stories and unseen gestures.

Additionally, the campaign features still-life photographs that are as dynamic as the models themselves. Bags and shoes are presented in a way that suggests motion and life, whether they’re collapsing, folding, or standing proudly on a podium. Each element of this campaign works in harmony to showcase the LOEWE SS24 collection’s unique blend of performance and fashion, where every piece tells its own story.

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