LOEWE Launches Fall-Winter 2025 Pre-Collection Campaign By Gray Sorrenti

Character study is an ever-evolving visual territory for LOEWE. The Fall-Winter 2025 Pre-Collection campaign is a new instalment of this ongoing series, seen now through the photographic gaze, at once candid and stark, of Gray Sorrenti.

Our protagonists – LOEWE Global Brand Ambassador Yang Mi alongside actors Greta Lee, Josh O’Connor, and Stéphane Bak–are pictured in domestic settings; large windows and glass walls characterize the modernist architecture, that’s as stark and elegant as the clothes that our cast is dressed in. These character-defining elements offer ample surface for reflections to keep the viewer’s eye guessing. The light is warm and pervasive, but the geographical coordinates are deliberately erased. Things are not always as they seem, playing on scale, proportion, and detail, and the continuous zooming in and out that is a LOEWE signature.

All the talents are caught in cinematic situations that are slightly suspended and eerie. Are they rehearsing or studying their role? Are they academics immersed in the midst of research, or writers delving into an intense period of work? Josh O’Connor leans on the sofa, looking pensive straight into the camera, the grainy texture of the upholstery creating a sense of tactile warmth mixed with the smooth leather of the blouson and the Featherlight Puzzle at his side. Stéphane Bak lies on the desk, as if in meditation, holding a Puzzle in his hand. Greta Lee looks to the floor, grabbing the Madrid bag. Yang Mi stands against a wall, in a twisted dress with the Amazona 23 cropped, covering her eye with a cherry. Throughout, reflections bring glimpses of vegetation into the interiors, blurring the lines between inside and outside.

These domestic but mysterious situations highlight the idea of the collection building a wardrobe in a conversation between pattern and proportion. LOEWE’s dynamic approach to form and fabrication comes through in the fluidity of shapes and ambitious tailoring, as well as in the prominent use of florals and leathers. The shapes are both abstract and pragmatic, following a playful dialogue between body and garment that is quintessentially LOEWE.  Signature bags are updated in new palettes and materials; the Puzzle, either plain or with a decorative biker belt, is a protagonist, as well as the Madrid bag, which is now also available in supple grained calfskin, the versatile Roll-top Backpack arrives in new textiles, and the Ola, with its distinctive frill.

FW25 Pre-Collection launches in stores and on loewe.com on May 29. For more information, go to loewe.com

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About the talents  

Greta Lee

Korean American actress Greta Lee earned critical acclaim for her leading role in Celine Song’s 2023 film Past Lives, securing a Gotham Award as well as Critics Choice and Golden Globe Award nominations. Most recently, she reprised her Emmy-nominated portrayal of Stella Bak in Season 3 of the Apple+ series, The Morning Show. Lee completed production on Tron: Ares in which she will star opposite Jared Leto and Evan Peters. The film is set to release in October 2025. Up next, she will appear in Kathyn Bigelow’s next feature opposite Idris Elba and Rebecca Ferguson for Netflix. Additional past projects include Sisters, Russian Doll, Girls, High Maintenance, and Broad City, among others.

Josh O’Connor

Actor Josh O’Connor trained with the Bristol Old Vic Theatre School and has garnered critical acclaim for his roles across film, television, and theatre. He starred in Luca Guadagnino’s critically acclaimed Challengers, alongside Zendaya and Mike Faist, and he also led Alice Rohrwacher’s BIFA nominated film La Chimera. He is known for his portrayal of Prince Charles in Seasons 3 and 4 of the award-winning Netflix series, The Crown, which earned him SAG and BAFTA nominations, and Critics’ Choice and Emmy award wins. O’Connor is also recognized for his breakout performance in Francis Lee’s BAFTA nominated and BIFA winning directorial debut, God’s Own Country, which earned him a BIFA for Best Actor and a BAFTA for Breakthrough Brit, among other awards.

Stéphane Bak

Stéphane Bak is a French born actor who starred in Paul Verhoeven’s critically acclaimed picture Elle, alongside Isabelle Huppert. In 2017, Bak played his first leading role in David Moreau’s movie Seuls, and starred in the French film The Mercy of the Jungle, which won him a nomination for the International Rising Star Award at the Toronto International Film Festival (TIFF). Bak played a main role in Andre Techine’s L’Adieu à la Nuit, alongside Catherine Deneuve. In 2019, Bak scored a leading role in Sebastian Schipper’s movie Roads and also performed in English on Wes Anderson’s movie The French Dispatch. His upcoming projects include Wes Anderson's The Phoenician Scheme.

Yang Mi

Actress and LOEWE Global Brand Ambassador Yang Mi has starred in over 65 films and television series, earning widespread acclaim for her iconic performances in Chinese Paladin 3 and Eternal Love. As one of China’s most influential contemporary figures, she continues to inspire millions with her voice and vision. Her distinctive charm and unwavering sense of individuality set her apart as a singular talent of her generation. Upcoming projects include the highly anticipated television series This Thriving Land, along with several film productions currently in development.

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 | 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
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