LOEWE creative director Jonathan Anderson has joined forces with long-time collaborator and friend Luca Guadagnino to create ‘I Dreamt of LOEWE’, a short film previewing the new SS24 men’s collection.
Set at David Zwirner New York amidst the gallery’s recent exhibition featuring Echolalia, 2010 by Austrian artist Franz West, the two-minute film unfolds as a psychedelic dream featuring models Andrea Isidori, Elliott McDean, Malick Anderson, Bruno Krahl and Adrians Smats. Asleep on a sofa, Andrea is transported to the otherworldly dream where he finds himself surrounded by West’s colourful, larger-than-life sculptures. When new characters appear, the hallucinogenic vision reaches a bass-thumping crescendo; transfixed by the sculptures and dressed in the new SS24 runway collection, their uncanny poses highlight the season’s elongated silhouettes, tactile fabrications and crystal-embellished sunglasses.
The SS24 men’s runway show will take place at 12pm CET on Saturday June 24 in Paris and live stream on loewe.com and LOEWE channels.






