The campaign is a further instalment of the ongoing dialogue between creative director Jonathan Anderson and photographer Juergen Teller, and is embodied by the unique cast of personalities that give life to the images: an ever-evolving, transversal roster of talents from the worlds of music, film, art and fashion. This new campaign features actresses Greta Lee, Maggie Smith and Dakota Fanning, actor Mike Faist, artist Rachel Jones, model Fei Fei Sun, and LOEWE Global Ambassadors, musician TAEYONG and actor Josh O’Connor.
Looking straight into the camera, either defiantly or nonchalantly, and in rather gritty domestic surroundings—a red brick wall, a wooden patio, a room with dilapidated wallpaper or stacks of chairs in a corner, an empty pool—the protagonists casually show off LOEWE bags such as the Classic and Edge versions of the Puzzle, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, Paseo and Fold shopper.
About the Talents
American actress Dakota Fanning is the youngest Screen Actors Guild Awards nominee for her role in I Am Sam (2001). She played Jane in The Twilight Saga (2009-2012) and starred in period drama series The Alienist (2018) before portraying Squeaky Fromme in Quentin Tarantino’s Once Upon a Time in Hollywood (2019). Dakota currently stars in The Equalizer 3 (2023), where she reunites on screen with Denzel Washington 20 years after Man On Fire (2004). Most recently, she finished production on two event limited series for Netflix: Steve Zailian’s Ripley and The Perfect Couple by director Susanne Bier where she stars opposite Nicole Kidman.
Fei Fei Sun
Fei Fei Sun is a Chinese supermodel. In 2013 she became the first Asian model to front a solo cover for Vogue Italia and the following year became the first East Asian model on the cover of American Vogue. In 2016, models.com featured Fei Fei in its ‘Industry Icons’ list.
American actress Greta Lee plays the lead role in A24’s critically-acclaimed film, Past Lives (2023). Next, she will star opposite Jared Leto in Tron: Ares for Disney and the A24 feature, Problemista alongside Tilda Swinton. Greta is also known for her roles in the Apple TV+ drama series The Morning Show and Netflix’s Russian Doll. Additional past projects include Spider-Man: Across the Spider-Verse, Girls, High Maintenance, Inside Amy Schumer and Broad City. Greta is currently involved in the adaptation of Cathy Park Hong’s book Minor Feelings with A24 in which she will star, write and executive produce.
Actor and LOEWE Global Ambassador Josh O’Connor trained with the Bristol Old Vic Theatre School and has garnered critical acclaim for his roles across film, television, and theatre. Upcoming, he will star in Luca Guadagnino’s Challengers (2024) alongside Zendaya and Mike Faist, and in Alice Rohrwacher’s La Chimera, which will be distributed by Neon. Josh is known for his portrayal of Prince Charles in Seasons 3 and 4 of the award-winning Netflix series, The Crown, which earned him SAG and BAFTA nominations, and Critics’ Choice and Emmy award wins; as well as for his breakout performance in Francis Lee’s BAFTA nominated and BIFA winning directorial debut, God’s Own Country (2017), which earned him a BIFA for Best Actor and a BAFTA for Breakthrough Brit, among other awards.
With over 130 films and plays to her name, Maggie Smith has won two Oscars® and been nominated on four more occasions, and is the recipient of five BAFTAs from 18 nominations across film and TV. In 1993, Maggie was awarded the BAFTA Special Award, and in 1996 she was presented with the highest honour that the Academy can bestow, the BAFTA Fellowship. Other awards include three Emmys, three Golden Globes and, in 1990, after two previous nominations, the Tony Award for Best Actress in a Play, for Lettice and Lovage. She was made a Fellow of the British Film Institute in 1992. Highlights of Maggie’s screen career include Death on the Nile (1978), Sister Act (1992), The Secret Garden (1993), Richard III (1995), Ladies in Lavender (2004), The Best Exotic Marigold Hotel (2011), and The Lady in the Van (2015), as well as playing Professor Minerva McGonagall in Harry Potter films and the much loved Violet Crawley in the BBC’s Downtown Abbey series and films.
American actor Mike Faist’s breakout role as Riff in Steven Spielberg’s West Side Story (2021) earned him a 2022 BAFTA Film Award nomination. Earlier this summer, he played Jack Twist in the West End world premiere adaptation of Brokeback Mountain. Previously, Mike originated the role of Connor Murphy in the Broadway production of Dear Evan Hansen, earning a Tony Award nomination along with Grammy and Emmy Awards. He will appear in Jeff Nichols’ The Bikeriders (2023) and Luca Guadagnino drama Challengers (2024) opposite Zendaya and Josh O’Connor.
Rachel Jones is a British visual artist. Her paintings, which often utilise oil pastels and oil sticks on canvas or paper, frequently repeat bold colours and symbols. She was one of the emerging artists featured in Mixing it Up: Painting Today at the Hayward Gallery in 2021, and the following year the Chisenhale Gallery staged say cheeeeese, her first solo show. This year, Rachel’s work was included in the recently unveiled rehang at Tate Britain, the gallery’s first rehang of its collection in 10 years. She has also turned her hand to artistic direction, with her first opera Hey Maudie, commissioned by the Roberts Institute of Art, debuting this autumn.
LOEWE Global Brand Ambassador TAEYONG is a Korean singer, songwriter and dancer, who debuted in 2016 as a member of the K-pop group NCT. As part of NCT, NCT 127, and NCT U, his hits include 2 Baddies, Sticker, Kick it, The Seventh Sense, BOSS and Baby Don’t Stop. His first solo album SHALALA reached no.1 on the iTunes album chart in 2023.