The LOEWE SS24 Men’s Campaign, captured by David Sims, is an artistic representation of the SS24 collection, emphasizing the gestural quality and turning the subtle into the bold. Featuring Jamie Dornan, a Golden Globe-nominated actor and LOEWE’s Global Brand Ambassador, and Omar Apollo, a singer-songwriter, the campaign captures them in moments of intense performance and expression. Their portrayals range from pensive and intense to dynamic and performative, showcasing the collection’s diverse range.
The apparel in the campaign includes leather, knits, and glittery surfaces, highlighting the unique textures of the clothing. Accessories like the Screen sunglasses and Puzzle bags add nuance to the characters, suggesting other gestures and moods. The still-life images of bags and shoes are equally performative, depicted as if caught in action.
With its stress on the performative subject, the campaign is all about life, and image-making as a way to capture it.
