The joyful Pre-Fall campaign captured by German photographer Juergen Teller, takes place all around the world.

June 15, 2022

The Loewe Pre-Fall 2022 ad campaign features model Kaia Gerber, alongside Welsh actor Anthony Hopkins, Saudi Arabian musician Alewya, Japanese Paralympic athlete Maya Nakanishi and American sculptor Lynda Benglis.

Infused with Teller’s signature visual humor, the fashion label’s latest campaign is set in different cities across the world, highlighting Loewe’s newest accessories from the Small Puzzle Edge bag to the Anagram Studs T tote. The campaign portrays the 20-year-old model posing casually in an overflowing bathtub in the middle of the street while holding up the bite-sized Amazona 16 Square bag. Academy Award-winning actor Hopkins perfectly juxtaposes the neutral Anagram Studs T tote in a bold and playful donut shirt, while the renowned Los Angeles-born sculptor Benglis is situated in her studio, covered in a cacophony of brightly colored fabric, matching the juicy orange Large Flamenco Clutch bag.

Elsewhere, Teller depicts singer-songwriter Caroline Polachek being primped and pampered in a hair salon, complete with familiar pink walls and an unusual yet welcome pink flamingo. Sitting underneath a hairdryer, the Large Flamenco Clutch bag is propped up on her lap. The portraits exude fun, highlighting the luxury brand’s latest collection of sculptural shapes, saturated colors and wild textures. Fans of Loewe’s classic pieces will not be remiss as the line also includes iconic bags made new in the form of multiple different iterations.


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