STARRING brand ambassadors Josh O’ Connor and Stéphane Bak, the Loewe SS23 menswear campaign explores liminal and staged introspectives reminiscent of portraiture and still-life paintings.
The artful campaign derives inspiration from the separate works of British portrait artist William Nicholson and American photographer George Platt Lynes. The marriage of these two creative references brings a voyeuristic element to the images, shot by David Sims, and helplessly enchant the viewer.
Loewe SS23 Menswear Campaign. Photography by David Sims
Though the two ambassadors are certainly stars of the campaign, pieces from the latest collection are brought to the forefront with careful staging, dramatic lighting and effortless styling, with hero products such as the Amazona 15, Puzzle Bag and Fold Shopper becoming central to many of the still life recreations.
The campaign itself seems timeless. Though the clothes featured epitomise Jonathan Anderson’s expert play of modernism and eclectic references, the continual homages to the aforementioned artists emulates a sort of archival history and keepsake charm, as if these images should be plastered upon illicit postcards, or framed in one’s home.
by Ben Sanderson