In the new LOEWE Fall Winter 2023 men’s campaign, a captivating investigation of character unfolds, delving into the mysterious realm of silent communication and its ability to portray a peculiar reality. The campaign, masterfully captured by fashion photographer David Sims, is guided by the essence of reductionism, which lies at the heart of the brand’s aesthetic, and explores the potential of gazes and body language to convey profound emotions and sensations. The images feature singer and songwriter Omar Apollo, Golden Globe nominee and supermodel Jamie Dornan, their attires, and a selection of symbolic objects as the sole protagonists.
The campaign is set in a hazy environment, and it conveys a sense of spatial volume, while the use of rubberized sheets as screens ingeniously obscures specific details. The scrupulously displayed photographs of sumptuous fabrics such as velvet, leather, and felt emit an almost tactile allure, mesmerizing the audience. The surreal compositions are influenced by classical allegoric paintings, which is most evident in the group photos of three models wearing copper and paper wings and assuming poses reminiscent of Renaissance art.
In a nod to artist Julien Nguyen, whose captivating work inspired the collection, the Loewe Fall Winter 2023 campaign comes full circle in its homage to old masters, paying tribute to the rich tapestry of references. Surreal still-life images captivate even more with their directness, displaying sculptural and textural portrayals of bags and shoes, such as the renowned Puzzle Fold tote, Terra Chelsea boots, and derbies.
Mirroring the concept adopted for the women’s campaign, both series ingeniously translate the idea of reduction into uncanny and hypnotic image-making, inviting the audience to explore the mysterious domain of the LOEWE universe.
