To coincide with the Fall Winter 2020 2021 women’s show, LOEWE previews images from its next advertising campaign: a new installment of the ongoing collaboration between LOEWE’s creative director Jonathan Anderson, photographer Steven Meisel and creative studio M/M (Paris).
Dynamic gestures, confrontational poses and distorted angles convey an idea of expressive extremism in a tryptic of character, fashion and product images.
A headshot of Megan Rapinoe is featured as the character image. Against a bright pink backdrop that is almost the exact shade of her hair, Rapinoe shouts, holding her head as in an explosion of madness, or hunger, inciting a gut reaction.
Of the project as a whole, Rapinoe declares ‘I am so thrilled about this partnership with LOEWE and Jonathan Anderson. Multiple worlds crashing together, creating something bigger, different, and more exciting than either could alone. To me, the goal of a collaboration should not be to stand next to one another, but rather become something else, together.’
In a spare set made of converging gray walls with a transparent piano at the center - a situation that recalls fringe and radical theater, with the fourth wall brought down - three models interact: jumping, lifting arms, laying down, converging. Long hair and long, shimmering dresses in bold patterns grounded by sturdy shoes, the women are performers caught mid action, looking straight into the camera.
LOEWE’s Balloon Bag in brown and black calf is featured as the product image. Evident folds on the body of the bag and a rolled strap suggest the Balloon has been manipulated and used by hands we do not see.