LOEWE’s advertising campaigns have proven to be a significant element in the rebrand of the Spanish house.
Each season, Creative Director Jonathan Anderson works with M/M Paris, Benjamin Bruno and Steven Meisel to create a series of unforgettable images.
All the campaign elements are examples of LOEWE’s multi-faceted identity, related in spirit, singular in character. Together, they convey LOEWE’s uniquely modern stance: fashion-driven, open to different approaches and inspirations, using ideas to connect past, present and future.
Fall Winter 2018
Steven Meisel photographed Stella Tennant reading the Spanish literary classic Don Quixote by Miguel de Cervantes in a LOEWE hardbound edition adorned with a sleeve featuring a Meisel photograph originally published in Vogue Italia The image follows last month’s preview, when LOEWE first announced the series of literary classics it is publishing with vintage Meisel images repurposed as book covers.
A second image by Meisel shows Tennant and Elise Crombez trapped in an old elevator, in a cinematographically inspired scene shot from above, wearing looks from LOEWE’s Fall/Winter 2018 collection topped with red wigs. A large tactile depiction of LOEWE’s Gate handbag is the third campaign element, highlighting the craft and design of the brand’s latest star product.
Spring Summer 2018
The series consists of five portraits featuring Italian model Vittoria Ceretti holding various fruit in her mouth, a modern interpretation of the long-standing subject of depicting fruit in art.
Neither symbolic nor literal, the images feature mangosteen, pomegranates and melons in striking compositions that point evocatively to notions ranging from taste, nature and biology to disguise, artifice and desire.
Fall Winter 2017
Expanding on the format introduced by Jonathan Anderson since his first season as the house’s creative director, the upcoming campaign is centered around three visual elements reflecting different facets of LOEWE’s past, present and future.
In the first of the images that will appear on 500 Parisian news kiosks during fashion week, Gisele Bündchen wears a look from the collection to be shown on 3 March, photographed by Steven Meisel against a M/M (Paris)-designed set, a suspended black ‘cloud’ made from over 9,000 silk ribbons.
The second image shows a new version of LOEWE’s already iconic Puzzle bag in which all sides of the design’s geometric structure —constructed from calfskin— are printed with a striking sky motif.
A third image, taken from an exclusive new series of artworks by Steven Meisel titled ‘Compositions,’ depicts a group of objects ranging from precious to ordinary, utilitarian to decorative, and mass produced to handcrafted. Floating on a transparent table positioned in front of a painted cloudscape, the assortment creates an arresting visual illusion between the surreal and the hyperreal.
Spring Summer 2017
Developing the special collaboration between LOEWE and Steven Meisel, LOEWE’s latest campaign is centered around an intriguing still life depicting a vibrant floral arrangement inspired by the work of pioneering mid-century British florist and author Constance Spry. In another image by Meisel, supermodel and actress Amber Valetta and Jackson Wakefield are pictured in dramatic motion against a spiral ofropes.
Stark shots of LOEWE’s Joyce bag and Goya weekender complete the campaign.
Fall Winter 2016
As in previous seasons, an exclusive work by Steven Meisel is at the centre of the Fall Winter 2016 campaign, a continuation of his special collaboration with LOEWE. The original black-and-white image, from the 2016 series A Closer Look. This campaign component, selected by Meisel, represents a reflexive self-contemplation by the photographer of his landmark body of work.
The looks are shot against a sculpture by M/M Paris combining rugged rock-like formations with white iridescent sections, reflecting the character of the collection.
The campaign’s final element depicts items from LOEWE’s range of products.
Spring Summer 2016
For SS16 Steven Meisel created an original Self-Portrait (number 4) by using a digital camera to re-photograph a black and white print of an undated image of himself from his personal archives. In the picture Meisel is seen wearing a black T-shirt and jeans. The image raises timely questions about fashion, representation, portraiture and reproduction.
The campaign is completed by a series of original silhouettes in a M/M Paris-designed set evocative of Mount Fuji, and key pieces from the collection.
Fall Winter 2015
For Fall Winter 2015 a series of ‘Self-Portraits’ —undated images from Meisel’s personal archives re-photographed by the photographer himself especially for LOEWE— manifests Anderson’s desire to activate diverse visual documents in a way that reflects his multi-faceted direction of the house.
Presented alongside Meisel’s archive images are a series of original silhouettes and descriptive shots of key pieces from LOEWE’s collections.
Fall Winter 2014 / Spring Summer 2015
Coinciding with Anderson’s first LOEWE presentation, Meisel’s iconic images were paired with newly commissioned work by the photographer, archetypal black-and-white silhouettes styled by Benjamin Bruno.The campaign also features carefully composed still lifes of archival items highlighting LOEWE’s heritage, including a century-spanning collection of bronze stamps used to engrave leather. These museum-like images are juxtaposed with hyper-descriptive shots of key pieces from Anderson’s new collections for the house. The campaign was conceived by M/M Paris and the collaboration between the four creative powerhouses has continued ever since.