Loewe Spring 2018 Ad Campaign


BY STEPHANIE PETTWAY

LOEWE has never strayed from being artistic in their ad campaigns, so the new Spring 2018 “Fruits” campaign is no exception from the creative direction of Jonathan Anderson of LOEWE and agency M/M Paris. Photographed by Steven Meisel, Vittoria Ceretti is shot holding various symbolic fruits in her mouth, such as a mangosteen, a canary melon, a pomegranate, a loquat, and a dragonfruit and has very vividly colored eye makeup, done by Pat McGrath, that favors the five different fruits in each picture. The model’s hair, done by Guido Palau, is placed away under a nude cap to isolate the audience’s focus onto the fruit and makeup.

Ceretti succeeds at looking different and captivates the viewer via her facial expressions with the change in her eyes and the tilt of her head.

Meisel is able to capture the modern interpretation of the long-standing depiction of fruit in art with these attention-grabbing photographs. Composed to give viewers a sense of taste, nature, life, and desire.

Tapping into these senses and feelings, the brand is introducing a more minimalistic approach for the Spring 2018 season, with the idea of reduction and simplicity and that without the advertising of a product in this campaign, LOEWE can stand alone on their artistic abilities as a brand.

Agency | M/M Paris
Photographer | Steven Meisel
Model | Vittoria Ceretti
Stylist | Benjamin Bruno
Hair | Guido Palau

Makeup | Pat McGrath