The performative act, caught as it happens. Our latest campaign, shot by David Sims, builds on the gestural quality of the SS24 men's collection, on the idea of turning the subtle into something bold.

Protagonists of the images are actor and newly appointed LOEWE Global Brand Ambassador Jamie Dornan and singer Omar Apollo: each of them caught in the act of what they actually do for a living.

The leathers, the knits, and the glittery surfaces of the clothes Jamie and Omar wear are depicted in their eerie normality, while accessories—the Screen sunglasses, Puzzle Fold tote, and Puzzle bag—add further nuance to their characters.

Alongside the portraits, still-life images are just as performative, depicting bags and shoes as caught in the action: collapsing, folding, standing on a podium.