LOEWE has just unveiled their women’s spring-summer 2024 campaign shot by renowned photographer David Sims and featuring their famed ambassadors Taylor Russell, Yang Mi and Lim Ji-Yeon.
Taylor Russell by David Sims for Loewe
The campaign encapsulates identity as a performative act and re-enacts the various identities of artist Lynda Benglis. The visual output sees the three actresses replicating popular iconography of the artist, such as Benglis working in her studio, living daily life and using art as a medium to provoke.
Benglis and her unique character stand as the inspiration behind Loewe’s SS24 campaign, with even her work seen in the sculptural jewellery accompanying various looks.
Lim Ji-Yeon by David Sims for Loewe
The actresses interpret the iconic portraits, representing them in a way that is characteristic of themselves. Long silhouettes, textured knits and draped dresses are sported in the images while the actresses sit on ladders, recline on tables and lean against cars.
Yang Mi by David Sims for Loewe
Canadian actress Taylor Russell holds a feather mask close to her face as she looks powerfully into the camera, recreating one of Benglis’ most famous ads.
As part of the campaign, still-life imagery displays bags and shoes such as the Flamenco Purse, the Squeeze and Puzzle, the Campo Mary Jane mule, the Campo sandal and the Toy Pump — to name a few. Capturing the objects in a performative manner the products are seen collapsing, folding, standing on a podium and hanging on a car’s rearview mirror.
by Nicole Pereira