LOEWE RESORT 2024 CAMPAIGN FILM STARRING A CELEBRITY CAST
Maggie Smith leads the pack for the Loewe Cruise campaign, showcasing a vivid portrayal of unique individuals.
November 8, 2023
Enter the world of Loewe‘s Resort 2024 collection featuring global brand ambassadors TAEYONG and Josh O’Connor, actors Maggie Smith, Rachel Jones, Greta Lee, Dakota Fanning, Mike Faist, and model Fei Fei Sun.
Building on Fall’s reproportioned silhouette, statement ready-to-wear offers flocked textures, trompe l’oeil, and chain details balanced by essential Argyle knits, casual jersey, and denim. Shoes and bags play on unexpected shapes and textures.
The subjects of the campaign engage directly with the camera, showcasing a range of expressions in a variety of unpolished domestic settings. Amidst these scenes, they effortlessly display Loewe’s range of bags, including different iterations of the Puzzle, the Squeeze, the Pebble Bucket, Paseo, and Fold shopper, along with the Puzzle Fold tote.
Among these, a special edition of the Puzzle Fold tote, created in collaboration with the Kyoto-based ceramic studio Suna Fujita, stands out. This unique piece brings to life the imaginative and playful animal world conceived by Shohei Fujita and Chisato Yamano, adorning the bags with pandas, penguins, bears, lemurs, otters, mandragora roots, and their human companions.
Captured through Teller’s characteristic straightforward lens, the campaign’s stars sport reimagined classics from Loewe’s collection. The ensemble includes understated knits, jeans, denim tops and skirts, shearling coats, and leather items, all contributing to a sense of altered reality.
In keeping with the emphasis on craftsmanship, the campaign images have been boldly cut out, placed against white backgrounds, and re-photographed. This process transforms the images into meta-pictures, adding a sculptural dimension and a tangible quality that is quintessentially Loewe.