LOEWE launched its latest menswear campaign captured by the renowned British photographer David Sims.
The stills feature the brand’s newest Global Brand Ambassador actor, Jamie Dornan and singer-songwriter Omar Apollo. The imagery hopes to embody the gestural natural inherent to the brand’s SS24 collection and focuses on the notion of subtlety turned bold.
Jamie Dornan for Loewe
The campaign demonstrates the talent captured in the moment as Dornan sits on a ladder or leans on a leather chair, staring into the camera intensely and thoughtfully. In some of the imagery, one could assume he is inside an atelier, and in the accompanying outcomes, the setting is that of an audition or a screen test.
Omar Apollo for Loewe
As for Omar, he is seen performing on stage surrounded by bright bulbs with a microphone in hand, and another image sees him walking into a glittery room. Adorned upon his face is an expression of intensity capturing the rawness of performing.
The textures of leather, knit, and glittered garments are prevalent in the imagery, while sunglasses accessorise deep gazes, and the Puzzle Fold tote and Puzzle Bag are displayed in clutched hands.
Bringing a sense of performance and gesture to still-life imagery, Sims captures bags and shoes during a moment of action as they collapse, fold and stand.
by Nicole Periera