In a fusion of fashion, art, and identity, the LOEWE Spring Summer 2024 women’s campaign comes as a compelling narrative that explores the multifaceted essence of identity through the lens of performance. Captured by the renowned photographer David Sims, this campaign is a homage to the avant-garde spirit of artist Lynda Benglis, whose groundbreaking work in post-war American sculpture challenged conventional notions of form and materiality. LOEWE’s campaign, featuring its female Brand Ambassadors – Taylor Russell, Yang Mi, and Lim Ji-Yeon – serves as a dynamic reinterpretation of Benglis’s identity, showcasing a series of vignettes that echo the artist’s confrontational iconography.
The campaign is characterized by its performative quality, where the act of identity formation is enacted. Taylor Russell, Yang Mi, and Lim Ji-Yeon, through their exceptional acting skills, embody different aspects of Benglis’s persona, ranging from her moments in the studio to her provocative stance within the art world. Each actress brings a distinct emotional depth to the portrayal, highlighting the campaign’s emphasis on identity as an ongoing performance.
The inspiration drawn from Lynda Benglis extends beyond her persona to influence the collection’s aesthetic. The sculptural jewellery pieces, designed by Benglis herself, adorn the LOEWE looks, creating a tangible connection between the artist’s sculptural work and the fashion pieces. The campaign’s imagery, featuring elongated silhouettes, textural knits, draped dresses, and twisted daywear, captures the pragmatic yet unconventional spirit of the season. The actresses are depicted in scenarios that blend artistic creation with everyday life, from reclining on tables to leaning against cars, each scene enriched by the presence of LOEWE’s iconic Screen and Square sunglasses.
One of the campaign’s most striking images features Taylor Russell holding a feather mask, a direct nod to a famous Benglis advertisement, showcasing the campaign’s layered approach to referencing art and identity. This image, among others, serves as a proof to the campaign’s innovative use of vignettes that blur the lines between the personas of the ambassadors and the identity of Benglis herself.
The still-life photographs within the campaign are equally performative, presenting LOEWE’s accessories – such as the Flamenco Purse, Squeeze, Puzzle, Hammock Compact, and various footwear options – in a manner that suggests they, too, are participants in this artistic narrative. These images, which display the accessories in dynamic arrangements, emphasize the campaign’s exploration of identity and performance.
The LOEWE Spring Summer 2024 women’s campaign, with its focus on impersonation and the enactment of life, presents a unique perspective on fashion as a medium for exploring identity. Through its collaboration with David Sims and the homage to Lynda Benglis, the campaign highlights the idea that identity is not a static entity but a performative act, constantly being reshaped and redefined. This narrative pays tribute to Benglis’s influence on art and fashion while also reiterates the power of clothing and accessories as tools for expressing and exploring the complexities of identity.
how about as a cool brand you go and higher some young cool photographers? how about that Loewe ?
there’s some great shots but yeah the cool of loewe doesn’t translate into the images
you get david sims and the two most interesting young women and you do this? I agree time for exploring new photographers Loewe and Jonathan Anderson