The new LOEWE FW24 global campaign, shot by renowned photographer David Sims, presents a stark and unembellished aesthetic. This blunt, crudely reductionist effort strips away props and artifice, focusing the photographic gaze on the subjects and what they wear as extensions of their identities. The campaign features British actor Daniel Craig and LOEWE Global Brand Ambassador Greta Lee, both captured against a plain white background, looking defiantly into the camera and embodying unfiltered essence.
Daniel Craig, acclaimed for his roles in films such as James Bond and the “Knives Out” series, channels the work of artist Richard Hawkins, whose collage of personalities inspired the collection. Craig wears knitted jumpers, cargos, leather blousons, boots, trainers, and embroidered pants—key pieces of the Americana-inflected collection—with a bravado and confrontational stance that brings these garments to life. His portrayal exudes a layered persona, melding his inherent charisma with the eclectic designs of LOEWE. Craig’s versatility as an actor is mirrored in the diverse styles he dons, each piece reflecting a different facet of his complex screen presence.
Greta Lee, known for her critically acclaimed performances in “Past Lives” and “The Morning Show,” is depicted in various natural poses—sitting on a white stool, standing, and reclining on the floor. Her unkempt hair and lack of makeup give the impression of spontaneity, as if she arrived on set just moments before the shoot. Lee’s natural poise highlight the billowy volumes and the tension between structure and fluidity in the garments she models. Her understated beauty complements the masculine tailoring she dons, while stark lighting accentuates the botanical and trompe l’oeil prints, making them appear almost alive.
By showcasing garments as integral parts of the wearer’s persona, LOEWE emphasizes the powerful interplay between fashion and identity, highlighting how clothing can both reflect and shape personal narratives. The stark simplicity of Sims’ photography allows the personalities of Craig and Lee to shine through, making a compelling statement about individuality.
View the campaign in the Gallery below:
love them both! great choice!