LOEWE PRESENTS ITS SS24 PRECOLLECTION CAMPAIGN BY JUERGEN TELLER
LOEWE presents the Spring Summer 2024 precollection campaign: a prismatic depiction of individual characters, and the clothes and accessories they don, crafted into meta-pictures by Juergen Teller.
The campaign is a further instalment of the ongoing dialogue between creative director Jonathan Anderson and photographer Juergen Teller, and is embodied by the unique cast of personalities that give life to the images: an ever-evolving, transversal roster of talents from the worlds of music, film, art and fashion. This new campaign features actresses Greta Lee, Maggie Smith and Dakota Fanning, actor Mike Faist, artist Rachel Jones, model Fei Fei Sun, and LOEWE Global Ambassadors, musician TAEYONG and actor Josh O’Connor.
Looking straight into the camera, either defiantly or nonchalantly, and in rather gritty domestic surroundings—a red brick wall, a wooden patio, a room with dilapidated wallpaper or stacks of chairs in a corner, an empty pool—the protagonists casually show off LOEWE bags such as the Classic and Edge versions of the Puzzle, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, Paseo and Fold shopper.
A Puzzle Fold tote from a special collaboration with Kyoto-based ceramic studio Suna Fujita, the brainchild of Shohei Fujita and Chisato Yamano, is also featured. The duo’s fantastic and naive animal world has been transported onto intarsia bags swarming with pandas, penguins, bears, lemurs, otters, mandragora roots and their human friends.
Seen though Teller’s signature unapologetic gaze, which highlights imperfection as the ultimate perfection, the stars of the campaign wear reproportioned classics from the collection: simple knits, jeans, denim tops and skirts, shearling coats and leather pieces, all adding up to an overall sense of twisted realism.
Building on the idea of craft, that is an identity trait for LOEWE, the campaign images are ripped out bluntly, superimposed onto white backgrounds and photographed again. Pictures becomes meta pictures, gaining a sculptural feel, and a sense of materiality that is, again, intrinsically LOEWE.