Campaign - 10/22/24
Further exploring and expanding the idea of character study, the new LOEWE SS25 precollection campaign, photographed by Juergen Teller, unveils an intriguing duality between talent and personality.
The images, shot in the studio against a white background as a nod to traditional fashion portraiture, feature the ever-evolving community of creatives that gather around LOEWE— Ambika Mod, Ayo Edebiri, Baifern Pimchanok, Drew Starkey, Leo Woodall, Richard Gadd, Rose Wylie and client-turned-collaborator, Sue Kroll—embodying human archetypes, alongside a cast of performers representing a series of human stereotypes—sea captain, ballroom dancers, leather daddies, scuba diver, medieval knights, jockey, the gardener, body builders, rowers, ballet dancer, the surfer, the biker, the dirt bikers, the biker gang and rugby players.
Each shot features a talent and one or more performers, in pairings that are both intentional and spontaneous, and that spark stimulating frictions and unexpected conjunctions. The unexpected combinations defy expectations, redefining the notion of unity. Poses are whimsical.
There is an idea of showing off that runs through. Ambika Mod proudly holds the Puzzle bag as two bodybuilders flex their muscles. Ayo Edebiri flaunts the Squeeze with rugby players behind her.
Baifern Pimchanok stands still with the Flamenco knit at her shoulder and a boat captain in the background. Looking like the quintessential American beau, Drew Starkey holds the Pebble bucket while Fred and Ginger are frozen in their dance at an angle.
Leo Woodall smiles with the Pebble bucket in his hand, with a knight in armour by his side. Richard Gadd looks straight into the camera just as an agriculturist shows off a giant marrow.
Artist Rose Wylie is pictured in the creative chaos of her studio and Sue Kroll, in Starry Sunglasses and a coat, holds the Squeeze next to a surfer.
Characters are defined by what they wear: an air of Americana pervades the menswear, while womenswear is all about class—slinky draped dresses and leather. Boat shoes, furry pumps and sandals are pictured as still lifes amongst the costumes worn by the performers, nodding at odd pairings without the need of human presence.
Juergen Teller’s eye lands a varnish of dry humour to the whole, twisting traditional studio imagery with a blunt sense of directness and a quirky taste for oddness.
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