The new Loewe campaign delves into the art of scale with a comical edge

IN ULTRA Johnathan Anderson fashion, the new Loewe campaign is an amalgamation of scale and proportion varying from big to small and stretching from high to low. 

The brand’s latest production focuses on the visual narrative of interpreting perceptions — often familiar for its informing of silhouettes but now seen through the lens of image making.

Alison Oliver for Loewe

Shot against the background of the 1929 Bekonscot Model Village, the visual output sees talent spanning the industry from artists to creatives, including actors Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde, and musician 070 Shake alongside an unexpected guest, Jonathan Anderson’s nephew, Alfie Anderson.

Shot by Juergen Teller, the autumn-winter 2024 precollection campaign exhibits the photographer’s view on Loewe, an outlook that is authentic and enticing but also honest and thoughtful, with attention to sculptural poses and exaggerated forms.  

Sophie Wilde for Loewe

The confused and impassive expressions of the talent against the child-like sceneries of Bekonscot counteract one another, creating the essence of playfulness innate to the imagery. 

The visual narratives depict scenarios, such as Wilde leaning against a castle and Oliver sinking in a pond, amongst other amusing situations.

Kit Connor for Loewe

Modelled by the talent, the campaign sees highlights such as various versions of the Squeeze bag, including a denim style, the Flamenco Purse and Backpack, the Puzzle, the Puzzle Fold tote, and the Hammock. 

Through the composition of stretched and cropped shapes and small figurines followed by oversized bows, alongside visuals depicting the humorous documentary-style image-making of Juergen Teller, the Loewe AW24 precollection campaign brings to light the brand’s visual language and distinctive design codes.

by Nicole Pereira