Unveiling LOEWE’s Spring Summer 2024 Pre-Collection Campaign
LOEWE introduces its Spring Summer 2024 pre-collection campaign, showcasing a vivid portrayal of unique individuals, their attire, and accessories, all captured in a multi-layered format by Juergen Teller.
This latest campaign continues the ongoing creative conversation between Jonathan Anderson, LOEWE’s creative director, and renowned photographer Juergen Teller. The campaign features a diverse and evolving selection of talents spanning music, film, art, and fashion. This particular installment includes performances from Greta Lee, Maggie Smith, Dakota Fanning, Mike Faist, Rachel Jones, Fei Fei Sun, as well as LOEWE Global Ambassadors TAEYONG and Josh O’Connor.
The subjects of the campaign engage directly with the camera, showcasing a range of expressions in a variety of unpolished domestic settings. Amidst these scenes, they effortlessly display LOEWE’s range of bags, including different iterations of the Puzzle, the Squeeze, the Pebble Bucket, Paseo, and Fold shopper, along with the Puzzle Fold tote.
Among these, a special edition of the Puzzle Fold tote, created in collaboration with the Kyoto-based ceramic studio Suna Fujita, stands out. This unique piece brings to life the imaginative and playful animal world conceived by Shohei Fujita and Chisato Yamano, adorning the bags with pandas, penguins, bears, lemurs, otters, mandragora roots, and their human companions.
Captured through Teller’s characteristic straightforward lens, the campaign’s stars sport reimagined classics from LOEWE’s collection. The ensemble includes understated knits, jeans, denim tops and skirts, shearling coats, and leather items, all contributing to a sense of altered reality.
In keeping with LOEWE’s emphasis on craftsmanship, the campaign images have been boldly cut out, placed against white backgrounds, and re-photographed. This process transforms the images into meta-pictures, adding a sculptural dimension and a tangible quality that is quintessentially LOEWE.
