Loewe

May 2024

For the Loewe Pre-Fall 2024 campaign, creative director Jonathan Anderson and creative director Dovile Drizyte orchestrated a surrealist masterclass that reimagines the relationship between luxury fashion and perspective. Captured through the lens of photographer Juergen Teller, the series employs a distinct live-action technique to manipulate scale, placing high-end accessories and a cast of eclectic talent—including Alison Oliver, Dan Levy, Kit Connor, and Lesley Manville—within a meticulously curated miniature world. By staging the season’s collection against the intricate, weathered stone and timber structures of the Bekonscot Model Village in Beaconsfield, England, the project leans into a playful, cinematic aesthetic that prioritizes narrative over conventional glamor. The visuals rely on soft, natural light to emphasize the tactile quality of the leather goods, from the geometric construction of the Puzzle bag to the slouchy elegance of the Flamenco. With styling by Benjamin Bruno, the campaign achieves a striking editorial minimalism, where the subjects loom like giants over a Lilliputian landscape. This juxtaposition of professional tailoring and the whimsical, toy-like environment creates a subversive take on commercial advertising. The result is a bold, visually rhythmic portfolio that anchors the collection’s sophisticated textures in an unexpected, dreamlike reality, successfully redefining the brand’s visual identity through humor and a deliberate, jarring sense of proportion.

Editorial, Commercial, Commercial

Natural light

Luxury Fashion Houses, Fashion