Loewe x On

Loewe x On

Capsule Collection Ad Campaign

Review of Loewe x On Capsule Collection Ad Campaign by Creative Director Jonathan Anderson with Photographer Gray Sorrenti with Talent Camila Morrone and Duckwrth

Loewe has teamed up with Swiss performance brand On to create a campaign that depicts a fresh outlook on modern adventure. Gray Sorrenti, a long-time Loewe collaborator, shot the accompanying campaign. The vibrant image series, staring actress and model Camila Morrone and recording artist Duckwrth, captures the collection against the dramatic skies and rugged natural landscape of the United States’ West Coast.

The collection focuses on sustainability with the handmade application to technical pieces, so the natural background of Carmel-by-the-Sea and Big Sur, California serve as a appropriet background for the campaign. For the collection Loewe plays on On’s iconic Cloudventure and Cloudrock performance shoes and is accompanied by a series of sustainable ready-to-wear pieces.

The campaign wisely brings all the natural elements into play, as the talent is featured in shots that look like they’re caught mid air, or being absorbed into the earth around them. The stark contrast between the golden feilds and bright blue sky compliment the collections dynamicizm.

Loewe Creative Director | Jonathan Anderson
Photographer | Gray Sorrenti
Models | Camila Morrone and Duckwrth
Location | Carmel-by-the-Sea and Big Sur, California.

Senior Fashion Writer | The Impression
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