The Pre-Fall/Winter campaign is a new iteration of the ongoing collaboration between Loewe and Juergen, a characteristic blend of raw gaze, biting humour, and a sculptural approach to the body and poses. The images contain other images: photographs from Juergen Teller's own archive, enlarged on large supports and used as backdrops. The contrast between these images, placed in a new context, and the outdoor setting creates a humorous yet slightly absurd tension, a play between the real and the represented that invites investigation of the details and reaches its climax through interpretative poses.
Hans Ulrich Obrist holds the Puzzle Fold Tote in front of a photograph. Aubrey Plaza showcases the Paseo Satchel amidst flowers and concrete; Ruth Negga displays the Loewe Font Tote framed by a giant photo of an owl; Takeshi Kitano holds the Puzzle in his hand as if it were a phone, while a photo of a phone rests against the wall behind him. It's a mix of sleek shapes, bold details like oversized bows, standout corsets, and a sculptural essence.
Iconic Loewe bags like the Puzzle, Paseo, and Font Tote are presented in new interpretations, colours, and sizes. The footwear features key details that are already characteristic of Loewe: the objet trouvé heel and the petal-shaped toe of the Toy boot worn by Sonoya Mizuno, the exaggerated brushed suede Chelsea boot toe worn by Murray Bartlett. Juergen Teller's striking portrait brings everything to life with an energetic impulse that is both reductionist and expressive.