Character study is an ever-evolving visual territory for LOEWE. The Fall Winter 2025 precollection campaign is a new instalment of this ongoing series, seen now through the photographic gaze, at once candid and stark, of Gray Sorrenti.
Our protagonists–LOEWE Global Brand Ambassador Yang Mi alongside actors Greta Lee, Josh O’Connor and Stéphane Bak–are pictured in domestic settings; large windows and glass walls characterize the modernist architecture, that’s as stark and elegant as the clothes that our cast is dressed in. These character defining elements offer ample surface for reflections to keep the viewer’s eye guessing. The light is warm and pervasive, but the geographical coordinates are deliberately erased. Things are not always as they seem, playing on scale, proportion and detail, and the continuous zooming in and out that is a LOEWE signature.
All the talents are caught in cinematic situations that are slightly suspended and eerie. Are they rehearsing, or studying their role? Are they academics immersed in the midst of research, or writers delving into an intense period of work? Josh O’Connor leans on the sofa, looking pensive straight into the camera, the grainy texture of the upholstery creating a sense of tactile warmth mixed with the smooth leather of the blouson and the Featherlight Puzzle at his side. Stéphane Bak lies on the desk, as if in meditation, holding a Puzzle in his hand. Greta Lee looks to the floor, grabbing the Madrid bag. Yang Mi stands against a wall, in a twisted dress with the Amazona 23 cropped, covering her eye with a cherry. Throughout, reflections bring glimpses of vegetation into the interiors, blurring the lines between inside and outside.
These domestic but mysterious situations highlight the idea of the collection building a wardrobe in a conversation between pattern and proportion. LOEWE’s dynamic approach to form and fabrication comes through in the fluidity of shapes and ambitious tailoring, as well as in the prominent use of florals and leathers. The shapes are both abstract and pragmatic, following a playful dialogue between body and garment that is quintessentially LOEWE. Signature bags are updated in new palettes and materials; the Puzzle, either plain or with a decorative biker belt, is a protagonist, as well as the Madrid bag, which is now also available in supple grained calfskin, the versatile Roll-top Backpack arrives in new textiles, and the Ola, with its distinctive frill.
