What if size really doesn’t matter after all? What if the saying ‘good things come in small packages’ was the best-kept fashion secret, waiting to be embraced by none other than Loewe? In this case, the good things are the bags, obviously, and the small package is a very, [very!] small village. Loewe has just launched their Fall/Winter 2024 precollection campaign, tucked away within the tiny world of the miniature Bekonscot Model Village, the world’s oldest original model village. This collection is one that dares to play with scale in ways never seen before, all while featuring a varied cast of artists and creatives you have definitely seen before.
Loewe has come to prove they don’t just think outside the box; they shrink it, stretch it, and fit their ever-growing roster of collaborators into their fold. Among them, we find Alison Oliver, recently seen as the unhinged sister in Saltburn, along with fellow castmate Archie Madekwe. Schitt’s Creek’s beloved star and co-creator, Dan Levy, who has long held a special place in our hearts, also joins the campaign. Adding to the mix is Enzo Vogrincic, known for his standout performance in J.A. Bayona’s Oscar-nominated film La Sociedad de la Nieve. Completing this eclectic line-up are Lesley Manville, Sophie Wilde, Kit Connor, and METAL 50 cover star, 070 Shake.
Judging by their expressions, you’d think they’re standing in the London Tube during 8a m rush-hour, devoid of any emotion and struggling to piece together their life. Are they too lost in their own contemplation that they’ve missed the memo—that they’re standing in what looks like the best place ever? Apparently not, as their seemingly stoic expressions are perfectly in line with photographer Juergen Teller’s vision. Renowned for his signature blend of rawness and dry humour, Teller injects a sense of paradox into the imagery, sinking Alison in a pond and placing Enzo in a barely-balanced pose over a railway tunnel.
With a mix of crude charm and whimsical flair, the images perfectly complement Loewe’s Fall/Winter 24 precollection, embracing its irreverent nod to convention. Featuring a mix of cropped and stretched out shapes, outsized bows, and sculptural draping, the collection showcases iconic Loewe bags such as the Puzzle and the Hammock. The Puzzle Fold tote, the Flamenco Purse and the Squeeze bag come in malleable, soft iterations, and are pictured as still lifes in pocket-sized vignettes to highlight the play on scale.
