Loewe‘s creative director Jonathan Anderson has been exploring themes of scale and proportion, emphasizing contrasts like big and small or high and low. This concept is brought to life in the Fall Winter 2024 precollection campaign, which plays with these ratios in both clothing design and imagery. The campaign was shot in the Bekonscot Model Village, the world’s oldest original model village, built in 1929. Featuring a diverse cast of artists and creatives, including Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde, and 070 Shake, with a special appearance by Anderson’s nephew, Alfie Anderson, the campaign captures a sense of community and creativity that surrounds LOEWE.
Photographer Juergen Teller, known for his raw and introspective style, once again brings his unique vision to LOEWE’s campaign. The images juxtapose the playful, miniature settings of Bekonscot with the serious, almost puzzling expressions of the models. This blend of whimsy and starkness reflects the collection’s mix of cropped and stretched shapes, oversized bows, and sculptural draping. Iconic LOEWE bags like the Puzzle Fold tote, Flamenco Purse, and Squeeze bag are featured in soft, malleable iterations, further highlighting the play of scale. Teller’s approach adds a documentary feel and a touch of dry humor.
The campaign’s setting in Bekonscot Model Village adds an element of nostalgia and wonder. The detailed, downsized architecture is a whimsical backdrop for the Fall Winter 2024 precollection, creating a sense of familiar yet fantastical scenarios. Models are posed in playful yet thought-provoking ways: Sophie Wilde leans against a castle wall with a denim Squeeze bag, while Alison Oliver stands in a fortress with the Flamenco Purse. Enzo Vogrincic teeters over a railway tunnel in corduroy, holding a Flamenco Backpack, and Lesley Manville carries a giant sunflower alongside the Squeeze bag. 070 Shake, with a miniature deer on her head, gazes at the camera.
The talents featured in the campaign are notable for their varied backgrounds and achievements. Alison Oliver, an Irish actor, has gained acclaim for her roles in “Saltburn” and “Conversations with Friends,” earning a nomination at the Irish Film and Television Awards. Archie Madekwe, known for his performances in “Saltburn” and “Gran Turismo,” has worked with filmmakers like Ari Aster and made his West End debut in Edward Albee’s “The Goat.” Dan Levy, an Emmy-winning creator, is best known for co-creating “Schitt’s Creek” and recently directed and starred in Netflix’s “Good Grief.”
Take a closer look at the campaign in the Gallery below:
