Loewe Fall 2023 Ad Campaign

Review of Loewe Fall 2023 Ad Campaign by Creative Director Jonathan Anderson and Photographer David Sims with talent Tang Wei & Taylor Russell

Intimate yet off-kilter, the latest campaign from Loewe continues the brand’s practice of blurring the borders between art and life. The Fall 2023 women’s campaign was captured by photographer David Sims.

The campaign takes a similar aesthetic approach as that of the brand’s recently released men’s campaign, deploying the deceptively simple set design motif of clear plastic sheeting to great effect. The translucent barrier stands between the models and their environment, blurring the backdrops and creating a surreal separation between art and reality. Creating a kind of deconstructionist effect, some images see these backdrops spill out into or retreat from the rest of the space – a theme that is perhaps inspired by the many Matisse paintings wherein the artist would feature his own past artworks in new canvases, or make the worlds of canvas and “real space” merge together. Among this strange liminal space, the dramatic and introspective attitudes adopted by models Tang Wei and Taylor Russell take on a particularly poignant yet inscrutable quality.

As always with this era of Loewe campaigns, accompanying the surreal portraits are still-life images of the house’s star pieces. In the hands of another creative director and photographer these might just feel like boring product shots, but Anderson and Sims have an uncanny ability to fill these inanimate design objects with a strangely provocative presence – a feeling that is further pushed by the way the art direction and graphic design that finishes off the images treats both humans and inanimate objects in exactly the same way.

Loewe continues to maintain an impressive balance of consistency and imagination. Each new campaign from the brand fits within its surreal and reductionist visual world, yet they also always manage to surprise us with fresh creative angles and emotional atmospheres. This latest campaign is another strong example of the brand’s singular practice.