Covered in warm light, we wonder: where are they? What do they feel? In the latest Loewe campaign, photographer Gray Sorrenti unfolds a story of tender mystery, drawing us into a quiet narrative that leaves us with a feeling of stillness. Led by Loewe’s Global Brand Ambassador Yang Mi, alongside actors Greta Lee, Josh O’Connor, and Stéphane Bak, this photographic tale becomes an ever-evolving character study — a portrait of protagonists who seem to shield themselves in an aura of elegance and ambiguity.
Set against a backdrop of modernist architecture — where vast windows and glass walls dominate the frame — the campaign conveys a stark, gentle mood that defines both the cast and the clothing. Through a delicate play of proportions, scale, and detail, our gaze is invited to guess at the inner lives of these characters and their surroundings; everything is wrapped in fluid ambiguity. At the heart of it all is the clothing: a dialogue between pattern and proportion, form and fabrication, fluid silhouettes and tactile materials. Here, the talents embody thinkers, actors, writers, academics, and everything in between, accompanied by iconic bags, twisted dresses, and smooth leather blouses.
Sorrenti uses this atmosphere of quiet enigma to spotlight Loewe’s dynamic approach to tailoring and their ongoing exploration of the playful conversation between body and garment. Signature bags, like the Puzzle and the Madrid, are reimagined in new palettes and materials, alongside statement pieces that feel both abstract and pragmatic — quintessentially Loewe.
