Loewe

Sep 2023

The Loewe Botanical Rainbow 2023 ad campaign stands as a masterclass in editorial minimalism and the elevated language of luxury fragrance marketing. Under the creative direction of Jonathan Anderson, the project translates the collection’s namesake natural inspiration into a visual identity that is both intimate and sculptural. Captured through the lens of photographer Tyler Mitchell, the campaign balances high-end commercial polish with a raw, human touch, moving away from conventional beauty tropes to prioritize texture and organic form. The imagery features a diverse ensemble of talent, including Greta Lee, Úrsula Corberó, and Stéphane Bak, who are presented in a series of cinematic portraits that emphasize natural skin textures and contemplative, quiet expressions. This stylistic direction is further bolstered by the expert work of stylist Benjamin Bruno, alongside hair by Cyndia Harvey and makeup by Lauren Parsons, ensuring each portrait feels authentic yet meticulously curated. The campaign’s aesthetic, which relies on studio strobe and natural light to highlight the juxtaposition between industrial glass bottles and delicate botanical elements, is further refined by the set design of Julia Wagner and collage still-life compositions from Nicola Kloosterman. By weaving together monochromatic high-contrast photography and warm, earthy product shots, the campaign reinforces the Loewe brand identity as one that finds beauty in the deliberate, tactile intersection of the botanical world and modern design.

Commercial, Vertical

Studio strobe, Natural light

Fragrance, Beauty