LOEWE Fall-Winter 2024 Campaign

Straightforward portraiture: the new LOEWE global campaign, shot by David Sims, is a blunt, crudely reductionist effort. Doing away with props and artifice, the photographic gaze focuses on the subjects, and what they are wearing as an extension of who they are and how they want to be perceived

Actor Daniel Craig and LOEWE Global Brand Ambassador Greta Lee are pictured against a white background, looking defiantly into the camera. Craig brings to life the work of artist Richard Hawkins, who inspired the collection, through a collage of personalities. He wears the knitted jumpers, the cargos, the leather blousons but also the boots, trainers, and embroidered pants that are key, Americana-inflected pieces of the collection, with much bravado and a confrontational stance. 

Greta Lee, meanwhile, is captured sitting on a white stool, standing up, reclining on the floor. With unkempt hair and no make-up, she looks like she came on set a few minutes before the pictures were being taken. Her presence is somehow enigmatic; her natural poses highlight the billowy volumes and the tension between the structure and fluidity of the items she interprets. Her naked beauty fits the masculine tailoring she dons, as the stark lighting brings out the botanical and trompe l’oeil prints as though they were alive.

The idea of blunt portraiture carries over in the still lives. The embroidered Squeeze bag, as well the Flamenco Purse in mellow nappa, and Campo biker boots are pictured from above, like they were being cataloged, in curated compositions in which items are placed over colored prints by David Sims with surrounding objects - keys, a stone, a plant, a candle - adding layer of mystery. The men’s accessories, instead, look like they were shot in the bathroom of the character Daniel Craig interprets, adding another facet to the depiction of his personality: the Puzzle Fold tote in vivid green is laid in the washbasin, the Pebble Bucket bag behind the door over the bathrobe, the Squeeze XL bag on the floor, and the Groove round sunglasses inside a glass. With its crude directness, the campaign is a study on how characters and their clothes are intimately related. 

For more information on LOEWE FW24 campaign go to www.loewe.com

ABOUT THE TALENTS 

Daniel Craig

British actor Daniel Craig is hailed as one of the finest actors of his generation on stage, screen, and television. In 2021, he completed his fifth and final turn as James Bond in No Time to Die. This year, he reprises his role as Benoit Blanc in the third installment of Rian Johnson’s Knives Out franchise; having received Golden Globe nominations for 2022’s Glass Onion: A Knives Out Mystery and 2019’s Knives Out. He will also be seen in Luca Guadagnino’s adaption of Queer, the feature film version of William S. Burrough’s novel of the same name. 

Greta Lee 

Korean American actress Greta Lee earned critical acclaim for her leading role in Celine Song’s 2023 film Past Lives; Lee earned a Gotham Award, as well as Critics Choice and Golden Globe Award nominations for her performance. She can most recently be seen reprising her role of Stella Bak in Season 3 of the SAG-nominated series, The Morning Show, opposite Jennifer Aniston and Reese Witherspoon. Lee recently completed production for Tron Ares in which she will join Jared Leto and Evan Peters. The film is set to release in October 2025.

In the Philippines, Loewe is exclusively distributed by Stores Specialists, Inc., and is located at Shangri-La Plaza Mall East Wing, Greenbelt 3, and The Mall at NUSTAR Cebu. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information. 

About SSI Group, Inc.:

The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories.  Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:

SSI GROUP CUSTOMER SERVICE TEAM

Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
Viber Community: bit.ly/SSILifePH
#TheSpecialistBySSI