November 2, 2024

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Who Makes LOEWE Campaigns?

Who Makes LOEWE Campaigns?

LOEWE gave us the James Bond-to-model pipeline we didn’t know we needed in its most recent campaign, dropping a David Sims-shot ad starring Daniel Craig. But this wasn’t the Daniel Craig with cropped short hair who travels the world on high-action secret missions; it was a softer, floppy-haired Daniel Craig, and he was wearing LOEWE Fall/Winter 2024. 

Craig donned the big buckled denim, quality leather outerwear, accessories, and boy-next-door knitwear we first saw on the runway in January. Unsurprisingly, this latest LOEWE campaign reached huge numbers on social media, being shared and re-shared again and again. 

While Craig for LOEWE may seem a little odd at first, it actually works really well. The actor has appeared as a clean-cut drug kingpin in Layer Cake, as James Bond in the 007 series, and as an eagle-eyed detective in the Knives Out franchise, and given Jonathan Anderson’s encyclopedic on-screen knowledge, it was only a matter of time before he made an appearance. A film star featuring in a major fashion House’s campaign is nothing new, with big-screen talent now a key part of fashion’s celebrity marketing strategy. However, unlike its competitors, LOEWE does movie star marketing differently, fusing the world of celebrity with the everyday, as we saw in its recent Daniel Craig campaign.

Placing the actor in knitwear and jeans is not a look that screams high fashion, but does ooze with Jonathan Anderson for LOEWE, where big buckle belts are left to fly astray, and bags are flung over the shoulder, mirroring how consumers actually use and enjoy clothing. This juxtaposition between elevation and the everyday is something the Spanish label captures so well, thanks in part to its collaborations with photographers and image makers such as David Sims, who shot its most recent campaign. Sims’ work in fashion photography played a role in the seismic shift from glam to grunge. It captures its subjects with texture and tension packed into shots where a white backdrop is rammed with personality and excellently captured imperfection. 

Beyond fashion with David Sims

A former bond with bangs aside, Greta Lee was the latest campaign’s second big-screen talent pictured donning LOEWE’s Fall/Winter 2024 collection. The actor confronts Sims’ lens in the shots, clutching a floral print LOEWE Squeeze bag, which lethargically rested on her forearm. She is sat on a stool, leaning away from the camera, and donning an oversized leather jacket worn with zippers undone and belts unfastened. It’s a subtle rebelliousness that exchanges from the clothing to the wearer that shows LOEWE isn’t taking itself too seriously but still makes top-quality clothing. For example, its hugely popular Puzzle bag is handstitched from nine separate laser-cut pieces.

Sims’ photography achieves an equilibrium between polish and grunge, presenting products with personality. We have seen this in numerous campaigns shot by the Liverpool-born image-maker, who first cut his teeth amongst a new wave of fashion photographers that shuck the status quo in the ’90s and continue to define a new standard of photography today. And it is this refined yet rugged approach that works so well for Jonathan Anderson’s LOEWE.

Embracing the weird and wonderful with Juergen Teller

At LOEWE, Sims has shot a range of models, muses and brand ambassadors, including Yang Mi, Jamie Dornan, Josh O’Connor, Georgie Tilby, and Stéphane Bak, packing in various personalities in line with LOEWE’s uniquely modern approach to its campaign output. When it comes to world-renowned photographers shooting its campaigns, LOEWE isn’t short of big names. If, like us, you find yourself regularly scrolling through LOEWE’s Instagram, you might notice a fair few campaigns shot by Juergen Teller, another regular collaborator with Anderson both at LOEWE and JW Anderson. 

Where Sims’ work offers a personality-packed edge, Teller brings something entirely different, but both have contributed heavily to the visual storytelling that is so integral to LOEWE. Teller brings his own approach to beauty to these campaigns, juxtaposing the craft and heritage of the brand’s leather goods roots with Teller’s signature examination of beauty, where rather than watering down what a fashion campaign can be, they are packed with a distinctly recognisable personality. 

For example, in November 2022, Juergen Teller documented Italian film director Luca Guadagnino (who gave us 2024’s sportiest love triangle with Challengers, which Anderson costumed) wearing a sweatshirt featuring Chinese Monochrome ceramics. But the image went far beyond showcasing products, capturing Guadagnino in a beige-tiled kitchen, clutching three LOEWE-branded tote bags brimming with carrots, spring onions, and other ingredients. It gave us shots which looked more like a look into the diet of the legendary director and less like the campaign of an LVMH-owned House – a playfulness that Teller captures so well. 

The German photographer’s involvement in LOEWE’s campaigns helps with Jonathan Anderson’s re-thinking of luxury, a move he made when he arrived at the Maison in 2013 after being tasked with revamping what was now a lagging arm of LVMH’s fashion portfolio. This rejuvenated approach has consistently landed LOEWE on the top end of the Lyst Index, which has been seen this year as it clocked in at the third spot. The Lyst Index tracks brands and products’ heat using social media mentions, activity, and engagement over three months. And LOEWE’s playful campaigns with unexpected campaign stars undoubtedly help push LOEWE further up the list. 

Jonathan Anderson’s new approach to luxury

Last year, Teller shot Dame Maggie Smith in his signature raw, overexposed style. She was wearing LOEWE’S Spring/Summer 2024 pre-collection on a patterned sofa against a rugged brick backdrop, juxtaposing the polish of LOEWE’s puzzle bags with what could easily have been a scrapyard anywhere in the UK. By including Maggie Smith in the campaign, Anderson was able to present his appetite for all things film, TV, and art using LOEWE, where design can feed into wider cultural engagement beyond luxury clothing in its traditional sense. 

In LOEWE’s FW24 pre-collection campaign, Teller shot Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, and 070 Shake in Bekonscot Model Village, the world’s oldest original model village. Puzzle bags were the length and breadth of buildings and campaign protagonists towered over villages, castles, and bridges. Kit Connor got down on all fours to show off the latest collection, and Alison Oliver was waist-deep in pond water, using a LOEWE Squeeze bag as a boujie buoyancy aid. The end result? The mix of surrealism and playfulness Anderson has become known for, and continues to serve up each season. Kit Connor campaign shots amassed over 630,000 likes on LOEWE’s Instagram and more than 1,000 comments, showing that LOEWE’s less serious but seriously sick campaigns are making an impact. 

LOEWE’s work with both David Sims and Juergen Teller reflects the label’s uniquely modern position, where distinctive fashion photography intersects with Jonathan Anderson’s re-writing of luxury. The Spanish label intersects across culture, as seen in its broad range of campaign stars and how they are captured, juxtaposing the high-quality craftsmanship of LOEWE with a relatable and sometimes comical depiction of cultural figures. 

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