Review of Loewe Spring 2025 Ad Campaign with Photographer George Eyres
For their latest collaboration, Loewe and On return with a campaign that’s remarkably understated—yet all the more impactful for it. Captured in the vast, cloud-drenched landscapes of the Canary Islands by photographer Thibaut Grevet, the imagery is as much about pace as it is about place.
The campaign centers on movement as a meditative act. Models like Taemin, Yuka Mannami, and Xu Meen appear mid-stride or in poised stillness, caught between athleticism and ease. The visual language is clean and architectural, letting the clothes and scenery speak in tandem. Grevet’s lens favors distance over detail, letting texture, line, and natural light carry the weight.
The collection’s palette—clay, khaki, lime, and sand—echoes the volcanic terrain underfoot. Apparel and footwear merge technical innovation with Loewe’s sculptural design language, continuing the line’s subtle evolution rather than a reinvention.
According to the team, the campaign explores “the rhythm of motion and the quiet it can bring,” while framing the product as something “in tune with the body, and with the environment.”
There’s no high-gloss narrative or frenetic energy here—just a restrained, thoughtful vision that balances performance with poise. In a landscape of noisy branding, Loewe x On opts for clarity.
Photographer | George Eyres
Stylist | Gary David Moore
Casting Director | Quentin McQueen
Executive Producer | Gemma Soriano