By Sirena Kuo
LOEWE’s Spring Summer 2025 campaign feels like a breath of fresh air—literally. Shot by David Sims in the remote countryside of Tavertet, Catalonia, the visuals delve into the connection between the human body and the natural world. The setting, shrouded in mist and framed by rugged greenery, creates a stage where crinoline dresses sway on poles, leaves crunch underfoot, and fashion merges with the landscape.
Marking a decade under Jonathan Anderson’s creative direction, the campaign circles back to LOEWE’s origins, both geographically and spiritually. The brand’s Spanish heritage and Anderson’s early fascination with nature’s raw power shine through. The imagery, rendered in painterly hues, evokes a nearly pagan sense of unity with the earth—an aesthetic Anderson has consistently championed.
The collection itself mirrors this ethos. Ethereal floral prints, feather accents, supple leathers, draped trousers, and sharp trapeze jackets reflect a tactile, organic sensibility. Worn by Drew Starkey, Taylor Russell, and global ambassador Wang Yibo, the pieces interact seamlessly with their surroundings. Starkey’s chain top gleams against the warmth of fallen leaves, while Russell, barefoot, leans against a tree in sequins and leather, the textures of her clothing echoing the bark and foliage. Wang Yibo navigates the forest in softly tailored trousers, his movement underscoring the flowing drape of the garments.
Accessories take on an almost sculptural presence within the campaign. Bags like the Madrid, Featherlight Puzzle, and Flamenco Purse, along with sequined Toy shoes, are displayed as if they belong to the environment—hanging from branches or nestled on the forest floor. These objects feel less like props and more like artifacts of a naturalist performance, blending seamlessly with their surroundings.
Grounded yet strikingly modern, the campaign moves LOEWE’s narrative beyond urban sophistication to something more elemental. It’s an invitation to reconsider fashion as part of a broader dialogue with nature, where human presence is just another texture in the landscape. For more, visit loewe.com.
