Loewe Fall 2024 Ad Campaign

Review of Loewe Fall 2024 Ad Campaign by Creative Director Jonathan Anderson and Photographer David Sims with Talent Greta Lee & Daniel Craig

The name’s Loewe…

For its Fall 2024 campaign, the house has enlisted the inimitable Daniel Craig, who joins returning brand ambassador Greta Lee. The pair were captured by photographer David Sims in a minimal portrait series that has us shaken and stirred.

Daniel Craig is of course best known as the latest incarnation of James Bond, but his acting range and personality extend far beyond that of the world’s most famous fictional spy. Under Sims’ lens he playfully explores a spectrum of dramatic moods, from dashing and brusque to pensive to eccentric. The styling goes a long way to lend further color to his expressive body language, with Jonathan Anderson’s subtly surreal rethinking of knitwear and denim boosting a sort of boyish charm that nonetheless feels mature and sophisticated.

Greta Lee, meanwhile, is the picture of an untouchably cool artist intellectual. Poised and powerful with just a touch of whimsy, she brings Anderson’s oversized silhouettes and garden motifs vividly to life.

As is standard practice from Loewe, the portraits are accompanied by still-life photographs of the collections’ star accessories. This time, they are captured in a bathroom, creating a surreal intersection of elevated craft and quotidian ablutions – perhaps as if to say that a Loewe Puzzle bag is just as essential to one’s health as brushing their teeth.

The campaign feels undeniably strong, but it has us a bit torn Its impact comes from the personalities of its well-chosen cast and Anderson’s designs, rather than any unifying creative concept, and we’re hesitant to give too much praise to a campaign that is going the way of a disappointing trend and playing it safe. The current trend of totally minimal, white-backdrop portrait-based campaigns (we’ve seen them from Prada, Gucci, Miu Miu, Balenciaga, Dior, and more just in the last season or two) feels concerning. Where is the creativity? Where is the storytelling? Even more importantly, what is the shift taking place that marketing leadership at these brands no longer sees investing in creativity and storytelling as essential to fashion communication?

Leave it to Loewe, however, to prove that that kind of campaign still can be exciting. But it needs other ingredients – including strong casting and a unique design perspective – to make it begin to feel memorable and to truly sing. While we’re impressed by this campaign, we hope that the status quo shifts back somewhere more exciting and meaningful.