The Loewe Pre-Fall 2023 ad campaign is a direct yet moderately eccentric documentation of the community of artists and creatives, each with their own personal vision of life, work, and the creative process.
The campaign is a characteristic blend of raw gaze, biting humour, and a sculptural approach to the body and poses. The contrast between these images, placed in a new context, and the outdoor setting creates a humorous yet slightly absurd tension, a play between the real and the represented that invites investigation of the details and reaches its climax through interpretative poses.
Hans Ulrich Obrist holds the Puzzle Fold Tote in front of a photograph. Aubrey Plaza showcases the Paseo Satchel amidst flowers and concrete; Ruth Negga displays the Loewe Font Tote framed by a giant photo of an owl; Takeshi Kitano holds the Puzzle in his hand as if it were a phone, while a photo of a phone rests against the wall behind him. It’s a mix of sleek shapes, bold details like oversized bows, standout corsets, and a sculptural essence.
Iconic Loewe bags like the Puzzle, Paseo, and Font Tote are presented in new interpretations, colours, and sizes. The footwear features key details that are already characteristic of Loewe: the objet trouvé heel and the petal-shaped toe of the Toy boot worn by Sonoya Mizuno, the exaggerated brushed suede Chelsea boot toe worn by Murray Bartlett.