May 31, 2024

A Literal New Perspective on LOEWE

As one of the oldest luxury fashion brands, LOEWE has significantly evolved since its founding in 1846. Starting as a leather atelier focused on craftsmanship, the brand has maintained its essence while adapting its techniques with new technologies an innovations.

LOEWE’s most recent campaign, photographed by Juergen Teller, showcases an authentic approach to conveying the brand’s identity through imagery. The campaign is set in Bekonscot Model Village, the world’s oldest original model village from 1929, located in the UK. This setting offers a fresh perspective on the Spanish luxury house’s new Fall/Winter 2025 pre-collection. This choice aligns seamlessly with creative director Jonathan Anderson’s vision, which plays with scales and proportions. The carefully chosen location translates the concept behind the clothes and accessories, which feature a mix of cropped and elongated shapes, oversized bows, and sculptural draping.

Actress Alison Oliver shot by Juergen Teller.

Actor Kit Connor shot by Juergen Teller

By selecting Juergen Teller as the photographer, LOEWE has enlisted someone renowned for his authentic character, vision, and work. Teller’s interpretation of the brand is evident in the final images; they are raw and amusing, direct and introspective, with a sense of hyperbole and a sculptural approach to poses. The models’ dry, puzzling facial expressions contrast with the whimsical playfulness of being situated in a miniature model village. A closer look at the collection reveals a correlation between the crude, whimsical lines of the products and the composition of the images, creating a cohesive overall picture. As a brand with a versatile and ever-evolving community, LOEWE has brought together a diverse cast of artists and creatives to unify the overall concept. This campaign reflects LOEWE as ahistorical brand that continually reinterprets its original expertise, maintaining its position as a modern, unique brand. The campaign, shot in the world’s oldest original model village, features a contemporary and diverse cast of creative individuals.

Isn’t it beautiful to see a brand that remains true to itself while continually finding new, unique ways to express its creative visions?

Actress Leslie Manville shot by Juergen Teller.

Actor Archie Madekwe shot by Juergen Teller.