The New Loewe Campaign Brings Playfulness Back To Life
LOEWE presents the pre fall 22 campaign: a blunt document of an extended creative community, lensed by Juergen Teller. Individuals of all ages, pictured, compose a gallery of singular characters that include Welsh actor Anthony Hopkins, Saudi Arabian musician Alewya, American model Kaia Gerber, Japanese Paralympic athlete Maya Nakanishi, American sculptor Lynda Benglis.
The campaign, shot in different cities across the world, both in interiors and en plein air, strives on the direct, unapologetic gaze and the sense of humor Juergen Teller is known for. Kaia Gerber appears in a foam-filled bathtub, in the middle of the street, holding the Amazona 16 Square bag in her hand like a prized possession. Caroline Polachek is pictured in a beauty parlour, complete with pink walls and a pink flamingo, under a hairdryer, the Large Flamenco Clutch bag on her lap. Alewya sits on a wooden stall, the Small Puzzle Edge bag between her legs. Josh O’Connor is in a field, wearing a sheepskin coat in a weightlifting pose, the Anagram Tote bag on his shoulder like a trophy. Lynda Benglis is in her studio, wrapped in multicolour fringes and textures, the Large Flamenco Clutch bag on the table. Anthony Hopkins nonchalantly leans on the wall, outside an LA mansion, with an Anagram Studs T tote in hand. The raw playfulness of the portraits highlights the spirit of each character, which in turn brings to life the energetic ethos of the LOEWE pre fall collection, a mix of athletic shapes, bold colours, wild textures and sculpted physicality, with decisive outerwear as a signature. Iconic LOEWE bags, meanwhile, are presented in an array of new iterations, from colourful to metallic leathers, and a variety of sizes.
Juergen Teller’s direct, playful portraiture once again gives a pulsating tangibility to the LOEWE prismatic identity.
The cast includes:
Alewya is a British singer-songwriter, producer & multi-faceted artist of Ethiopian & Egyptian heritage. Following collaborations with the likes of Moses Boyd & Little Simz, Alewya’s debut EP was recently released on indie label Because.
Sir Anthony Hopkins CBE, known for his unforgettable roles in The Elephant Man, The Silence of the Lambs, The Father, and whose upcoming projects include Armageddon Time, Zero Contact, and The Son.
American singer Caroline Polachek, known for her critically acclaimed 2019 album ‘Pang’. She is currently touring and working on a new album.
Korean singer and LOEWE Global Ambassador HyunA, known for her fearless performances as one of the region’s biggest solo artists, currently working on a new album.
Olivier Award-Winner and Oscar-Nominee Jessie Buckley is known for her roles in Wild Rose, I’m thinking of ending things and The lost daughter. Up next, Buckley will star in Alex Garland and A24’s men and in Plan B and MGM’s Women talking alongside Frances McDormand, Rooney Mara and Claire Foy.
Award-winning actor and LOEWE Global Ambassador Josh O’Connor, known for his performances in The Crown and God’s Own Country, is currently in production on two projects: Luca Guadagnino’s Challengers, and Alice Rohrwacher’s La Chimera.
Los Angeles-based American model and actor Kaia Gerber, whose upcoming projects include American Horror Story: Double Feature, The Palisades, and Bottoms.
Lynda Benglis is an American artist known for her use of materials such as wax, latex and ceramic in her groundbreaking sculpture. She lives and works between New York; Santa Fe, New Mexico; and Kastellorizo, Greece.
Japanese Paralympic athlete Maya Nakanishi, known for competing in the Beijing, London, Rio, and Tokyo Paralympics and winning a gold medal at the 2019 World Championships.
Chinese Actress Tang Wei, known for her appearance in Lust, Caution, and for which she won the Best New Performer award at the Golden Horse Awards and the Trophée Chopard of the Cannes International Film Festival. She will soon return to Cannes as her upcoming film Decision to Leave was shortlisted in competition of the 75th Cannes International Film Festival.
In the Philippines, Loewe is exclusively distributed by Stores Specialists, Inc., and is located at Shangri-La Plaza Mall East Wing. Follow @ssilifeph on Facebook and Instagram for more information.