Loewe

Oct 2024

Loewe’s Resort 2025 ad campaign serves as a masterclass in juxtaposition, leaning into the brand’s signature blend of high-fashion luxury and surrealist irony. Under the creative direction of Jonathan Anderson, the project utilizes the distinct, raw aesthetic of photographer and director Juergen Teller to create a series of portraits that feel simultaneously mundane and deeply editorial. Captured against stark, plain studio backdrops, the campaign features an eclectic cast including Ayo Edebiri, Baifern Pimchanok, and Richard Gadd, placed alongside unconventional figures ranging from medieval knights to rugby players and bodybuilders. This reliance on visual friction is balanced by the clean, minimalist composition of the frames, which allow the intricate textures of the leather goods and tailored garments to remain the primary focus. With the help of stylist Benjamin Bruno, the campaign elevates everyday items into objects of high-concept art, blending lifestyle tropes with pure commercial craft. The technique—relying heavily on studio strobe lighting mixed with natural light—gives each image an unfiltered, flat quality that feels immediate and authentic. This Resort 2025 outing is a bold assertion of identity, proving that Loewe remains committed to challenging the conventions of the luxury fashion houses through unexpected narratives and a consistently sharp, uncompromising visual language that thrives on curiosity rather than traditional glamour.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion