Loewe Fall 2022 Ad Campaign

Review of Loewe Fall 2022 Ad Campaign by Photographer David Sims and Art Directors Mathias Augustyniak & Michael Amzalag with models Anok Yai, Lina Zhang, Jeanne Cadieu, and Violette Meima

Loewe finds a dreamy and Dadaist sense of beauty within the everyday in its new campaign for Fall 2022. The campaign features photography by David Sims and art direction by Mathias Augustyniak and Michael Amzalag, and continues the house’s conversation with the artwork of Anthea Hamilton.

The campaign imagery reprises what was the characteristic feature of the setting for the collection’s runway presentation, a sculpture by Hamilton of a pumpkin that seems to melt into or rise up out of the ground – a disarmingly charming and eccentric physical presence that suits creative director Jonathan Anderson’s surreal style to a tee.

Sims captures his models in both outdoor and indoor that would feel quotidian and rather nondescript if it weren’t for the presence of these enormous sculptural fruits. Dressed in Anderson’s dreamy-chic designs that incorporate the Dadaist idea of ready-made objects attesting to deep artistic potential, they sprawl across the top of or lean coolly against these unlikely pumpkins.

The campaign is thus a strong example of Loewe’s uncanny ability to inject the everyday with a sense of the artistic and the magical.

Finished off with the house’s signature art direction, the images convey Loewe’s power to occupy a singular space at the intersection of fashion, art, and life, particularly emphasized in its thoughtful ability to call on artistic practices both historical and contemporary.