Further exploring the reductionist spirit that’s currently driving its aesthetic output, LOEWE presents the Fall Winter 2023 precollection campaign: a brutal yet slightly off kilter document of the community of artists and creatives that gathers around LOEWE, each one with their personal take on life, work, and invention. Lensed by Juergen Teller, the campaign features actors, curators, singers, models: individuals of all ages and walks of life, pictured as they are, caught in staged yet spontaneous situations. The cast includes actor and director Takeshi Kitano, actresses Aubrey Plaza, Myha’la Herrold, Ruth Negga and Sonoya Mizuno, musician Dev Hynes, model Xiao Wen Ju, artists Nairy Baghramian and Koo Jeong A, actor Murray Bartlett, and curator Hans Ulrich Obrist.
The campaign is a new iteration of the ongoing collaboration between LOEWE and Juergen Teller: a signature mix of raw gaze, dry sense of humor, and sculptural approach towards body and poses. The images contain other images: pictures from Juergen Teller’s own archive, blown up on large supports and used as backdrops. The contrast between such pictures, which are being recontextualized, and the plein air setting, creates a humorous and slightly absurd tension, a play on the real and the depicted which invites investigation over details and reaches a peak through the interpretative poses. Hans Ulrich Obrist holds the Elephant bag against a picture. Aubrey Plaza wears the Paseo Satchel standing in front of flowers and concrete; Ruth Negga shows off the LOEWE Font Tote framed by a giant photo of an owl; Takeshi Kitano holds the Puzzle in his hand like it was a telephone, while the picture of a telephone stands against the wall behind him. Poses and situations are both crude and playful, reflecting and highlighting the lines of the LOEWE Fall Winter 2023 precollection, a mix of neat shapes, bold details such as giant ribbons and protruding bodices, and sculptural essentiality. Iconic LOEWE bags, such as the Puzzle, the Paseo and the Font Tote are presented in new iterations, colors and sizes. Shoes feature key details that are now LOEWE signatures: the objet trouvé heel and petal toe shape on the Toy boot worn by Sonoya Mizuno, the exaggerated toe of the brushed suede Chelsea boot, worn by Murray Bartlett.
