Review of Loewe Holiday 2024 Ad Campaign by Creative Director Jonathan Anderson and Photographer Heikki Kaski
Loewe embarks on an artisanal odyssey with its Holiday 2024 campaign, shot by photographer Heikki Kaski.
For the special holiday collection, creative director Jonathan Anderson reprised the house’s collaboration with Kyoto-based ceramist duo Suna Fujita, a husband and wife team who create ceramics and hand-painted illustrations of whimsical worlds and characters who seem sprung to life from the pages of children’s storybooks.
This multimedia illustration practice is the focal point of the campaign, which offers a direct look at iconic Loewe accessories playfully adorned with aquatic creatures or families of hamsters. In some fun set design moments, the illustrations extend into the space itself, creating a world of craft imagination. Rounding out the curation of giftable pieces, other shots feature more classic editions of the house’s accessories perched atop oversized flowers or arranged in inventive tableaus.
Still-life ads can sometimes feel flat and lacking in narrative, which could be a risk during the holiday season when emotional storytelling prevails and people are already overwhelmed with advertising. Through a playful collaboration and smart art direction, however, Loewe has crafted a campaign that elevates the approach of simple product shots, infusing the still-life format with a whimsical sense of motion and highlighting the joyful possibilities of craft.
Loewe Creative Director | Jonathan Anderson
Photographer | Heikki Kaski