The Fall 2024 campaign features British actor Daniel Craig and Loewe Global Brand Ambassador Greta Lee, both embodying unfiltered essence.

By showcasing garments as integral parts of the wearer’s persona, Loewe emphasizes the powerful interplay between fashion and identity, highlighting how clothing can both reflect and shape personal narratives. The stark simplicity of Sims’ photography allows the personalities of Craig and Lee to shine through, making a compelling statement about individuality.

This blunt, crudely reductionist effort strips away props and artifice, focusing the photographic gaze on the subjects and what they wear as extensions of their identities.