For the Pre-Spring 2024 ad campaign, Loewe creative director Jonathan Anderson once again partnered with photographer Juergen Teller to craft a series of images that subvert the traditional gloss of high-fashion editorial. The collection leans into a raw, collage-style aesthetic, utilizing torn-paper effects and high-contrast composition to elevate everyday settings—from drained swimming pools and rustic log stacks to vintage floral interiors—into a curated gallery of textures. The campaign stars an eclectic mix of talent, including Dame Maggie Smith, Dakota Fanning, Greta Lee, Josh O’Connor, and Taeyong, each framed within a grounded, lifestyle-oriented narrative that prioritizes character over conventional glamour. Through the expert styling of Benjamin Bruno, the images emphasize a tactile interplay between materials; shaggy knits, plush faux fur, and weathered wood provide a rugged backdrop for the sleek, structured silhouettes of Loewe’s leather goods. By utilizing natural light and occasionally stark studio strobe setups, the campaign channels a sense of deliberate artifice that feels both intimate and expansive. This visual strategy effectively bridges the gap between commercial product photography and authentic portraiture, creating a cohesive, personality-driven identity for the house that feels refreshingly unpolished yet deeply luxurious in its intentionality.
