Loewe took advantage of the Fashion Week in Paris to unveil images of its new advertising campaign. The first photographs, already revealed weeks before the show in kiosks throughout Paris, feature striking silhouettes with collections of Jonathan Anderson in his next Autumn Winter.
Styling of Benjamin Bruno, Lexi Boling as a model and Steven Meisel behind the camera, help Anderson show through this series of pictures how to understand and how the Spanish house wants to reflect the multifaceted direction it is taking in recent months.
The campaign consists of three types of images, first, a series of photos with striking silhouettes that show a preview of the upcoming season. The latter are again from the Steven Meisel photo archive. They are images photographed a second time to Loewe under the name of “Self portraits”. Anderson considers the American photographer a fundamental part of the firm and helps raise the legendary Spanish firm to the next level.
In addition, the images highlight the evolution from classical artistic convention to the trends that prevail today. Self-portraits are undoubtedly the most personal part of the campaign, capturing moments where nothing is prepared, snapshots that come from nowhere, precisely what Anderson wants to capture in each of its parts.
In this campaign, Meisel shows himself posing with several parrots in an unidentified place and date, which is not the usual for this photographer, to make us see that we are not without a past, that man progresses in terms of lived experience, and especially the moments that we remember the place and date best survive in our memory.
The campaign reflects perfectly the bold character of Loewe under its new management, as part of the reinterpretation of the past to define what today is considered modern. Hence, the perfect juxtaposition of images that make up the universe of ideas and creation, connecting the past and the present to create a future.