First look at LOEWE‘s Fall Winter 2018.19 advertising campaign featuring God’s Own Country star Josh O’Connor captured by fashion photographer Steven Meisel. In charge of styling was Benjamin Bruno, with creative direction from Jonathan Anderson & M/M (Paris), and casting direction by Ashley Brokaw. Beauty is work of hair stylist Guido Palau, and makeup artist Pat McGrath.
“Steven Meisel photographed Josh reading the classic novel Madame Bovary, in a LOEWE hardcover with a special sleeve featuring an archival Meisel photograph that originally appeared in an editorial in US Vogue in 2006. The picture shows Amber Valetta playing a glamorous incarnation of the famous anti-heroine from the eponymous 19th-century book by Flaubert.
A series of literary classics will be published by LOEWE later in the year, all featuring iconic Meisel photographs repurposed for the collection. The campaign represents another stage in the evolving partnership between the house and Steven Meisel, an ongoing probe into how fashion imagery can be relevant in our time — engaging mind and eye while questioning conventions.“