This year’s LOEWE holiday campaign presents a multifaceted celebration of craft and colour for the festive season.
The campaign sees photographer Lukas Wassmann take a wishlist of LOEWE favourites down to the Southern French coast, to the resort town of La Grande-Motte and the Salins du Midi salt pans. Captured by the Mediterranean, the resulting still life series brings together a vibrant selection of gifts in striking surrounds.
At the heart of the offering is the Chinese Monochrome collection of bags in ten kaleidoscopic colours, inspired by Chinese monochrome ceramics. Developed during the Ming and Qing dynasties, the ceramics are renowned for their precise, understated elegance, each crafted using an exacting process of glazing and firing. Reimagined for LOEWE’s iconic Puzzle, Hammock, Goya, Bracelet Pouch, Luna and Flamenco bags, the exquisite monochrome shades include Pale Augbergine glaze, Lime Green glaze, Tea Dust glaze and Pale Celadon glaze.
The campaign unveils further virtuoso flourishes of craftsmanship: puffed-up Puffer Goya bags, Totes woven from hand-stuffed tubes, metallic Bracelet pouches. Shearling and calfskin intarsia bags are decorated with whimsical plant and animal motifs by ceramicist Bernard Leach (1887–1979), widely considered to be the ‘father of British studio pottery’.
A hand-chosen selection of cosy hand-knitted scarves, Anagram belts and jewellery, playful charms, perfumes, and botanical Home Scents complete the LOEWE Holiday campaign edit. Magical scenes include handcrafted wallets floating in the air above the salt formations, while an inflatable alligator wears a beanie on the rocks. There are castles in the sand, towers of sugar candy, ice sculptures of jumping fish and chilled-out snails— each adorned with gifts and stocking fillers in every flavour; with rich savoury colours, nature-inspired scents, and the soft touch of quality craftsmanship.
For more information on LOEWE Holiday 2022 campaign, visit loewe.com.
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