Loewe throws off the veil in its latest global campaign with actor Daniel Craig and ambassador Greta Lee, a raw and arresting exploration of self, captured by David Sims. Gone are the props and fabricated backdrops; this season's spotlight shines directly on the subjects and the way fashion becomes an extension of their inner selves.
For the Fall/Winter 2024 campaign, the brand celebrates the raw and unfiltered connection between individuals and the clothing they choose to wear. It's a powerful study in self-expression where fashion becomes a tool for portraying the essence of who we are—unvarnished and undeniably Jonathan´s Loewe.
In a refreshingly raw campaign by David Sims, Loewe lets the clothes and personalities take centre stage. Craig, channelling the collection's artistic muse, embodies a rebellious Americana spirit with chunky knits, cargo pants, and leather blouses. Lee, the enigmatic foil, oozes effortless cool with her tousled hair and natural beauty, and the garments flowing and structured in perfect harmony.
Stark lighting highlights the prints, while overhead shots of the iconic Squeeze and Tote Puzzle Fold bags, supple Flamenco, and statement Campo boots—all composed with intriguing objects like keys and candles around the scene—add a touch of mystery and hint at untold stories. This stripped-down approach underscores Loewe's constant push for creative vision, proving that fashion's power lies not just in embellishment but in the raw connection between self and garment.
