Loewe

Jun 2023

The Loewe Home Scents 2023 campaign serves as a masterclass in blending high-fashion sensibilities with rustic, organic charm, grounding the luxury brand within a tactile, pastoral environment. Under the creative direction of Jonathan Anderson, the project leans into a narrative of deliberate whimsy and naturalism, effectively positioning the fragrance collection as a seamless extension of the garden. Through the lens of photographer Walter Pfeiffer and director Alexander Ingham Brooke, the visuals channel a distinct editorial lifestyle aesthetic that feels both curated and effortlessly candid. The imagery utilizes natural light to emphasize the interplay between the ribbed ceramic vessels and raw surroundings, from lush grass beds and vibrant tomato harvests to weathered stone walls and vintage industrial iron. Featuring model Charlie McCormick, the campaign captures a series of playful vignettes that prioritize material texture and color blocking, with hair styling by Alexander Soltermann completing the polished yet earthy look. By contrasting the structural geometry of the candles with the organic chaos of nature, the campaign moves beyond traditional commercial product photography. It employs techniques like high-key lighting and studio strobes in select moments to elevate the product, yet the overriding mood remains one of peaceful, sun-drenched immersion. This project successfully redefines the home fragrance category, stripping away pretension to celebrate the simple, sensory beauty of the great outdoors as a luxury lifestyle experience.

Commercial, Commercial, Editorial, Editorial

Natural light, Natural light

CPG / Packaged Food, CPG / Packaged Food, Food & Beverage, Food & Beverage