Yang Mi, Greta Lee, Josh O’Connor and Stéphane Bak bring Gray Sorrenti’s lens a touch of theatre as Loewe previews its Fall/Winter 2025 collection.
Character study has become home territory for Loewe, and the brand’s Fall/Winter 2025 pre-collection picks up the thread under photographer Gray Sorrenti.
Framed by large windows and sheer glass walls, Yang Mi, Greta Lee, Josh O’Connor and Stéphane Bak inhabit pristine modernist rooms where warm light pools across polished floors and mirrored surfaces. The intent is to keep the eye on the move: reflections splice foliage into living-room scenes, perspective flips between close-ups and wide shots, and the set’s latitude and longitude stay deliberately withheld.
The foursome’s tableaux feel paused mid-script. O’Connor leans into a grain-textured sofa, the smooth leather of his blouson echoing the Featherlight Puzzle resting nearby. Bak sprawls across a desk, fingers curled round another Puzzle as if testing its weight. Lee looks down, Madrid bag in hand, while Yang Mi, in a twisted dress and Amazona 23 Cropped, presses a cherry to her eye. Slightly uneasy, always cinematic, the moments blur studio and home.
Clothing moves between pared-back tailoring and flowing volume, joined by bold florals and supple leathers. The brand’s habit of playing with scale and proportion shows up in kinked seams, folded hems and jackets cut just off the expected line.
Bags pull equal focus: the Puzzle arrives plain or wrapped with a biker belt; the Madrid gains supple grained calfskin; the Roll-top Backpack turns up in fresh textiles; and the frilled Ola rounds out the cast. Together they underline the collection’s push for versatility—pieces built for daily rotation yet strong enough to anchor a frame.
With this campaign, Loewe keeps the lens tight on character, letting subtle shifts in props, posture and light tell the story of a wardrobe still in motion.
