Abandoning perfectionism for all things playful, quirky, and fun, Loewe continues its ongoing dialogue with photographer Juergen Teller in its brand new Pre-Spring 2024 campaign. Continually exploring Loewe’s DNA through his lens, Jonathon Anderson calls on a unique cast of characters to bring the Pre-Spring 2024 collection to life.
Ever-exploring Loewe’s commitment and history in leather making, the campaign images build on the idea of craft, an integral part of the brand’s DNA. Seen through the gaze of Juergen Teller, stars of the campaign are seen wearing the collection’s reproportioned classics, highlighting the idea that there is beauty in imperfection and offering a twisted sense of reality.
A Puzzled Sense of Realism
The photographed images were then ripped and superimposed onto white backgrounds and then photographed again, offering a sculptural feel and a tactile vibe, which is so inherently Loewe. The cast of characters photographed include actress Maggie Smith, of Harry Potter fame, Dakota Fanning, Greta Lee, model Fei Fei, and more.
The backdrop of the images provides a unique juxtaposition. Loewe’s beautifully crafted bags, such as the Puzzle, Puzzle Fold Tote, Squeeze Bag, and the newest addition, the Pebble Bucket appear against stark, gritty backgrounds. Fresh colorways of the Puzzle Bi-Color family stand out beside stunning hues of the Pebble Bucket, and more.
View images from the campaign below and discover more now via Loewe.com.
I LOVE THIS!
I thought the title read POTHEADS 🤪
I love Professor McGonagall. I’m a huge Harry Potter fan! And I’ve been wanting a Loewe puzzle bag for years. Maybe this is the season I finally get one.
It’s very interesting that Loewe is choosing to come out with a campaign featuring an older woman JUST mere days before the launch of Phoebe Philo’s brand… let us not forget she used stills last month featuring elderly folk AND uh, the Joan Didion campaign yrs prior for Celine anyone??? She’s notoriously known for this marketing tactic. I think that all these big brands are shaking in their leather boots on the edge of their seats waiting for her brand to launch. Copycats are so insanely unattractive and inauthentic I would nvr buy from Loewe.
When you look at the wealth of the different generations of Americans, you will see that the “elderly” are clearly more able to afford luxury handbags. I think marketing to them is pretty smart. Although most of them aren’t frivolous in their spending habits.
First off it is impossible to know when a marketing idea transpired for either brand. The other issue is your blatant ageism, if one designer uses young people in their marketing and another does the same I don’t think you would mention that as a copycat! Loewe makes wonderful things and to discount them is ridiculous but it is your opinion!
Ageism???… 🙄🙄🙄 please. Sounds like you’re “older” yourself and just very insecure and overly sensitive. And it’s not impossible to know which brand came first, you can just look back on all their campaigns genius.
Well genius, a campaign concept can be in the works months or years in advance. Never insecure just a little tired of your crap comments!
Actually, Sandy is right that you frequently post ageist comments, but I don’t know why. God willing, one day you will grow “old” and perhaps will look back and realize that age is a relative term. What you perceive as old today will look and feel young when you reach that age. Think about it.
❤️ love this so much ❤️
MAGGIE SMITH NOW THAT IS AN INFLUENCER IF EVER ONE INFLUENCED ME SHE IS SO MUCH MORE THAN HARRY POTTER I MEAN DEATH ON THE NILE EVIL UNDER THE SU THE THEATER THIS WOMAN IS A LEGEND !!!!!!
Yes
For campaigns like this, I like Loewe, Jonathan Anderson, Jurgen Teller. They are not afraid to express what they feel, sometimes following trends and sometimes not. I think if they could, they would have put a 177-year-old model like the brand, but I think it’s going to be tremendously difficult 🤣🤣.
Potterheads, no.
Sister Act, The Secret Garden-heads? ABSOLUTELY.
ICON!