Review of Loewe ‘The Year of the Rabbit’ 2023 Ad Campaign by Photographer Trunk Xu and Director Dwight Yao with Talent Tang Wei
It’s a Loewe New Year: the house has introduced its playful and inventive Lunar New Year capsule with an adventurous new campaign by photographer Trunk Xu and film director Dwight Yao.
Following in the footsteps of the brand’s previous campaigns, the imagery features stylish portraiture alongside playfully composed still-life photography. Though it’s usually not too exciting to see simple product shots of bags and accessories, the unique character of the Lunar New Year capsule means they are filled with life. Creative director Jonathan Anderson has playfully reimagined the house’s signature leather bags as a Bunny Bag, complete with floppy ears and a fluffy little tail.
Alongside the portrait and still-life shots, the campaign film sees its star, Chinese actor Tang Wei, unbox a mega-sized bunny sent to her in the mail by Loewe and take it on a roadtrip through the Chinese countryside, where the bunny family is finally reunited upon her arrival. It’s a simple narrative that nicely captures the feeling of adventure and togetherness characteristic of the New Year holiday, as well as the adorable energy of its Zodiac mascot.
The campaign seamlessly fuses Loewe’s signature design approach of playful and unexpected surrealism realized with exacting craftsmanship and the adventurous yet intimate mood that accompanies the Lunar New Year, all perfectly embodied in the symbol of the Bunny (bag).
Loewe Creative Director | Jonathan Anderson
Photographer | Trunk Xu
Director | Dwight Yao
Talent | Tang Wei