Loewe

Jan 2025

For the Loewe Spring 2025 campaign, creative director Jonathan Anderson masterfully leans into the tension between high-fashion artifice and the raw, untamed landscape of Tavertet, Spain. Captured through the lens of photographer David Sims, the project channels a deeply atmospheric, cinematic quality that elevates the collection into a surreal exploration of texture and form. The visual narrative features models Taylor Russell, Drew Starkey, and Wang Yibo immersed in a misty, fog-enshrouded forest, where the distinction between the natural world and luxury craftsmanship becomes beautifully porous. This editorial campaign utilizes soft, natural light to highlight the intricate grain of leather bags suspended from rustic tree branches and the delicate, flowing drape of floral-printed gowns floating amidst the pines. By integrating set design elements that feel both spontaneous and meticulously staged, the project emphasizes a tactile, high-end aesthetic that celebrates materiality—from suede and shimmering sequins to rugged bark and mossy stone. The resulting imagery is an exercise in editorial minimalism, where the bold Loewe serif typography grounds the ethereal, low-key compositions. Through the collaborative efforts of stylist Benjamin Bruno and set designer Poppy Bartlett, the campaign captures a quiet, contemplative mood, transforming standard fashion imagery into a compelling series of environmental portraits that feel as much like fine art as they do commercial fashion storytelling.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion