LOEWE ’s SS25 precollection campaign, captured by photographer Juergen Teller, blurs the lines between talent and persona, showcasing an eclectic group of creatives against a simple white backdrop. The campaign gathers a diverse lineup, including Ambika Mod, Ayo Edebiri, Baifern Pimchanok, Drew Starkey, Leo Woodall, and artist Rose Wylie, each paired with colorful performers representing various archetypes. This dynamic combination of personalities and characters reflects LOEWE’s ongoing exploration of individuality and spontaneity in fashion.
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The imagery pairs talents with unexpected counterparts, creating playful and thought-provoking moments. Mod holds LOEWE’s Puzzle bag while two bodybuilders flex by her side, and Starkey presents the Pebble bucket with ballroom dancers frozen mid-step behind him. Ayo Edebiri poses with rugby players, adding both humor and contrast to her portrayal.
Menswear pieces throughout the campaign carry a casual Americana influence, while the womenswear collection focuses on sleek, draped dresses and leather accents. Teller’s playful lens captures footwear as part of the narrative, with boat shoes, furry pumps, and sandals displayed alongside the talents, reinforcing the collection’s whimsical tone. His distinctive style lends an unfiltered energy to the imagery, combining traditional portrait elements with unexpected twists.
The campaign expands on the idea of character study by incorporating performers like surfers, knights, gardeners, and bikers. These figures, placed beside established talents, spark friction and harmony, redefining notions of interaction. Baifern Pimchanok, for example, poses alongside a sea captain, while Richard Gadd’s portrait is juxtaposed with an agriculturist proudly displaying a giant marrow.
This precollection emphasizes LOEWE’s focus on collaboration and creativity. Sue Kroll, a client-turned-collaborator, embodies this ethos, posing in LOEWE’s Starry Sunglasses and Squeeze bag beside a surfer, symbolizing the campaign’s embrace of contrasts. Each interaction is deliberate yet playful, reflecting the brand’s intention to challenge traditional fashion storytelling.
LOEWE’s SS25 precollection campaign is an exploration of identity through collaboration and unexpected encounters. With Juergen Teller’s distinct visual approach, the campaign offers a fresh perspective on fashion portraiture, highlighting the beauty of individuality.
