Loewe's Pre-Fall 2024 campaign: A playful exploration of scale and proportion

Loewe’s Pre-Fall 2024 campaign: A playful exploration of scale and proportion

Loewe's Pre-Fall 2024 campaign, shot by Juergen Teller, explores scale and proportion with a cast of artists and playful garments in a miniature village setting.
June 3, 2024

Jonathan Anderson, Loewe‘s ever-inventive Creative director, is fascinated by the concept of scale and proportion. This fascination manifests itself in his Pre-Fall 2024 campaign, where contrasting elements such as large and small, high and low, come together in a captivating interplay.

Shot by renowned photographer Juergen Teller, the campaign is set in the whimsical miniature world of Bekonscot Model Village, the oldest original model village in the world. This whimsical setting beautifully reflects the campaign’s theme of blurring the lines between reality and illusion. The cast of the campaign itself is a testament to Loewe’s diverse and vibrant community. It features a compelling mix of established and emerging artists, including Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde, 070 Shake, and a special guest appearance by Jonathan Anderson’s nephew, Alfie Anderson. The campaign celebrates individuality and shows how Loewe’s pieces can be interpreted and worn by a vibrant spectrum of personalities.

The clothing in the campaign embodies an exploration of scale. We see powerful, broad-shouldered blazers juxtaposed with plunging neckline sweaters. These dramatic silhouettes are layered over an array of plaid button-up shirts, a signature Loewe element. The lower half offers a counterpoint of casual cool – Anderson‘s signature high-waisted trousers in denim and corduroy provide a relaxed foundation.

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Footwear follows suit, with loafers taking on a more relaxed construction with elasticated backs and folded tongues that playfully hold pants in place. A sleek pair of suede boots and a unique heel that echoes the shape of a denim waistband round out the shoe selection.

Of course, no Loewe collection is complete without a statement selection of bags. This season, iconic designs such as the Puzzle Fold tote, Flamenco Purse and Squeeze bag are reimagined in a luxuriously soft and malleable form, further emphasizing the campaign’s focus on scale. Juergen Teller’s masterful photography gives the campaign a documentary feel with a touch of dry humor, perfectly capturing the essence of Loewe’s playful and thought-provoking exploration of proportion.

Stylist: Benjamin Bruno
Hair: Kei Terada
Make-up: Daniel Sallstrom
Manicure: Ama Quashie

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