LOEWE’s SS24 Precollection campaign is a prismatic depiction of individuality, featuring a diverse cast of personalities from the worlds of music, film, art, and fashion. Captured by photographer Juergen Teller, the campaign showcases the latest collection in gritty domestic surroundings, with the protagonists casually showing off LOEWE bags such as the Classic and Edge versions of the Puzzle, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, Paseo, and Fold shopper.
A Puzzle Fold tote from a special collaboration with Kyoto-based ceramic studio Suna Fujita is also featured, showcasing the duo’s fantastic and naive animal world transported onto intarsia bags swarming with pandas, penguins, bears, lemurs, otters, mandragora roots, and their human friends.
Seen through Teller’s signature unapologetic gaze, the stars of the campaign wear reproportioned classics from the collection: simple knits, jeans, denim tops and skirts, shearling coats, and leather pieces. Building on the idea of craft, the campaign images are ripped out bluntly, superimposed onto white backgrounds, and photographed again, resulting in meta-pictures with a sculptural feel and a sense of materiality that is intrinsically LOEWE.
The LOEWE SS24 Precollection campaign is a celebration of individuality and the beauty of imperfection. It is a campaign that is both timeless and timely, reflecting the brand’s commitment to craftsmanship and its unique perspective on the world.
Explore more about the LOEWE SS24 Precollection at www.loewe.com.