Loewe Fall 2025 Ad Campaign

Review of Loewe Fall 2025 Ad Campaign by Director and Photographer Arnaud Lajeunie with models Jiang Qiming, Raffey Cassidy, Felix Kammerer, and Lesley Manville

For Fall 2025, Loewe enters into a thoughtful dialogue with modernism, presenting a campaign that is as much about art history as it is about fashion. Partnering with the Josef & Anni Albers Foundation, Loewe draws from the Bauhaus couple’s radical experiments with form, color, and craft — and translates them into its own language of materiality and innovation.

The campaign, photographed and filmed by Arnaud Lajeunie, places actors Jiang Qiming, Raffey Cassidy, Felix Kammerer, and Lesley Manville in stark, gallery-like spaces. Against these muted backdrops, texture and color carry the weight of expression. Raffey Cassidy leans casually with a woven Puzzle bag rendered in stripes and knots reminiscent of Anni Albers’ textile structures; Felix Kammerer sits with a studied intensity, dressed in layers that mirror Josef Albers’ chromatic order. Jiang Qiming, a Loewe brand ambassador, is shot in moments of contemplation that align with the campaign’s framing of fashion as an encounter with art. Lesley Manville’s return — after starring in the Pre-Fall 2024 campaign — underscores Loewe’s ongoing interest in continuity and intergenerational casting.

The garments themselves are richly tactile: coats with woven rhythms inspired by Anni Albers’ textiles, bags reimagining Josef Albers’ Homage to the Square, and knitwear that meditates on structure and shade. Rather than attempting to recreate Bauhaus aesthetics wholesale, Anderson takes a more nuanced approach, drawing on the Alberses’ methods of experimentation and craftsmanship to shape Loewe’s codes. This makes sense: Anni Albers, whose textile career began after being barred from painting at Bauhaus due to gender constraints, ultimately pioneered the collapse of boundaries between art and craft — a philosophy that resonates deeply with Loewe’s own emphasis on handwork.

One campaign video, narrated by Nicholas Fox Weber of the Albers Foundation, reinforces this intellectual framing: “They wanted to work with technique, color, and experimentation… magnificent designs, now put to a different practical use.” The film feels more like an exhibition catalog brought to life than a conventional fashion spot — fitting, given the collaboration’s roots in art history.

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Strategically, Loewe’s choice of cast grounds the cerebral collection in cultural relevance. Raffey Cassidy continues her trajectory as a face of boundary-pushing fashion, Felix Kammerer’s upcoming lead in the new Frankenstein film ties Loewe to contemporary cinema, while Manville lends gravitas. Jiang Qiming connects Loewe to a younger, global audience, embodying the gallery’s silence and reflection.

The campaign’s simplicity is deliberate — stripping away distraction to let the dialogue between modernism and craft take center stage. For a house that prides itself on making clothing as much about ideas as objects, it’s a quiet but resonant gesture. Loewe doesn’t just borrow the visual language of Josef and Anni Albers — it embraces their ethos of experimentation, asking us to see fashion not only as wearable but as a way of thinking about form, color, and human touch.