In its latest campaign for the Fall/Winter 2024 collection, LOEWE strips back to the essentials, employing the stark, revealing lens of renowned photographer David Sims. The campaign is a raw exploration of identity through fashion, focusing squarely on the wearers and their attire.
Daniel Craig and Greta Lee, LOEWE’s global brand ambassador, are the central figures in this series, presented against a stark white backdrop. Craig embodies the spirit of the collection, inspired by artist Richard Hawkins. His attire—a mix of knitted jumpers, leather blousons, and distinctly American cargos and boots—serves as a canvas displaying a collage of personas. His presentation is direct, with a palpable intensity that challenges the viewer.
Greta Lee offers a contrast in her simplicity and unadorned appearance, her hair tousled, her face bare. Seated or reclining, Lee’s natural demeanor and the flowing, structured pieces she wears create a visual tension that underscores the collection’s play on masculine and feminine elements. The lighting accentuates the botanical and illusionary prints she dons, lending them a lifelike quality.
The campaign’s focus on minimalist portraiture extends to the still-life photographs of key accessories. Items like the embroidered Squeeze bag, the soft Flamenco Purse, and rugged Campo biker boots are shot from above in a seemingly clinical yet artistic arrangement, positioned on colorful prints by Sims with everyday objects subtly incorporated, adding depth and intrigue. Men’s accessories are uniquely staged to reflect character insights; for example, the vibrant green Puzzle Fold tote appears casually placed in a washbasin, evoking a personal, lived-in feel.
This campaign marks a bold statement on fashion’s capacity to express and shape identity, presenting LOEWE’s designs not just as clothing but as integral components of the wearer’s persona.
