LOEWE continues its exploration of character through the Fall Winter 2025 precollection campaign, this time turning inward. Shot by Gray Sorrenti, the images lean into the strangeness of home, not as comfort, but as a place of mystery. The cast includes LOEWE global brand ambassador Yang Mi, along with actors Greta Lee, Josh O’Connor, and Stéphane Bak. They inhabit spaces defined by quiet tension and architectural precision.
Large windows and clear glass define the homes where the story unfolds. There are no geographical clues. Instead, the campaign plays with what can be seen, reflected, or withheld. Every surface carries an element of suggestion. What appears minimal grows more layered upon closer inspection. The atmosphere feels suspended, as if time stretches across each image. O’Connor leans into the camera’s gaze, framed by the grain of a neutral sofa and the clean leather of his blouson. A Featherlight Puzzle bag sits beside him. Bak, face-down on a desk, appears deep in thought, one hand gripping the same model of bag.
View this post on Instagram
Lee looks downward, holding the Madrid bag in one hand. Yang Mi poses against a wall in a twisted dress, lifting a cherry to conceal part of her face. Her Amazona 23 cropped hangs from one hand. The stillness of each shot resists interpretation. Are these rehearsals? Studies? Private acts of focus?
Throughout, reflections bring traces of vegetation into the rooms. Leaves press against the edge of the frame, softening the rigid lines of the architecture. Interior and exterior shift in and out of view. This campaign doubles as a study in proportion. Every look feels considered, from the way dresses twist across the figure to the sharp construction of outerwear. The clothing doesn’t follow trends. It proposes shape and structure as active elements, with surfaces that respond to movement, light, and line.
Florals add softness, while leather holds its form. LOEWE uses contrast to suggest personality: tailored blazers, fluid trousers, unexpected volumes, and curved silhouettes form the core of this precollection. The relationship between garment and body remains in constant negotiation.
Bags take on central roles in the visual story. The Puzzle, one of LOEWE’s most recognizable pieces, returns in new colors and materials, including a version detailed with a biker belt. The Madrid appears in supple grained calfskin. The Roll-top Backpack introduces new textile compositions. The Ola brings a sculptural edge with its signature frill.
These accessories don’t appear as additions, they complete the mood. Each one shapes the image it enters, suggesting how LOEWE imagines the interaction between person and object.
The homes may seem familiar, but LOEWE uses them as sites of disorientation. Through Gray Sorrenti’s lens, each room becomes a frame within a frame. Light fills every corner yet reveals very little. The characters appear caught in their own thoughts. They do not perform for the viewer. Instead, they occupy their clothes the way a writer might sit with a thought, quietly, inwardly, with full attention.
LOEWE’s Fall Winter 2025 precollection arrives in stores and online on May 29. The campaign sets aside overt drama in favor of mood, form, and carefully constructed quiet.
