Further pushing the concept of character study, LOEWE‘s SS25 precollection campaign by Juergen Teller plays on the tension between talent and persona.
Shot in a simple studio setup against a white backdrop, the campaign brings together LOEWE’s eclectic circle of creatives—including Ambika Mod, Ayo Edebiri, Baifern Pimchanok, Drew Starkey, Leo Woodall, Richard Gadd, Rose Wylie, and Sue Kroll—alongside a quirky cast of performers embodying different archetypes. There’s a sea captain, ballroom dancers, leather daddies, medieval knights, a gardener, a scuba diver, the surfer, bikers, and even bodybuilders. Each frame contrasts the individuality of the talent with the stereotypical roles played by the performers, creating a mix of intention and improvisation that makes the campaign feel alive.
The interplay of these characters is as unpredictable as it is intriguing. Poses are exaggerated, almost parodic. Mod clutches the Puzzle bag while two bodybuilders flex beside her. Edebiri poses with the Squeeze as rugby players cluster behind. Starkey, looking every bit the clean-cut American heartthrob, shows off the Pebble bucket while ballroom dancers freeze mid-twirl. It’s a series of odd pairings—like Leo Woodall with a knight in armor or Sue Kroll with a laid-back surfer—that challenge expectations about who belongs together.
There’s something deliberate in Teller’s offbeat composition. An Americana spirit runs through the menswear, while the womenswear hints at sophistication—draped dresses, sharp leather. Footwear—from boat shoes to furry pumps—sits alone in still life shots, creating visual links to the performers’ costumes. Teller’s signature dry humor adds a layer of irreverence, stripping back the studio portrait to something at once familiar and weirdly unexpected.
LOEWE’s SS25 pre-collection drops in stores and online on November 14. Head to loewe.com for more.
