Staying true to Loewe’s identity but with reinvention at its core, Jonathan Anderson, the house’s creative director, presents the Spring/Summer 2020 publication for womenswear, art directed by M/M studio. Shot once again by Fumiko Imano and starring model Kaia Gerber in a 1950s-inspired look, Loewe Publication #30 is an ode to Isamu Noguchi, mid-century style, and Japanese Kabuki theatre.
Japanese photographer Fumiko Imano is one of the house’s usual collaborators. Having shot previous publications, she’s now back at Paris’ Maison de l’Unesco to immortalize the Spring/Summer 2020 womenswear collection, featuring delicate clothing or the Balloon bag, a revamped model. Again, she summons the Imano twins, a pair of sisters formed by herself and an imaginary twin she creates by cutting and pasting medium-format film. These mysterious characters contribute to the overall feeling that goes with the Kabuki-inspired atmosphere of the shoot, which sees them turned into ‘aragoto’ villains while Gerber remains naive and extremely polished and refined. Set in Isamu Noguchi’s Peace Garden, which the American-Japanese thought as an escape from the real world, Loewe’s new publication takes us to an imaginary place far away from the current turmoil.