Loewe Pre-Fall 2024 Ad Campaign

Review of Loewe Pre-Fall 2024 Ad Campaign by Creative Director Dovile Drizyte and Photographer Juergen Teller with models Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde, 070 Shake, and Alfie Anderson

Loewe towers over the fashion landscape – literally – in its excellent new Pre-Fall 2024 campaign, which features creative direction from Dovile Drizyte and photography and film direction by Juergen Teller.

The imagery draws its striking visual impact from its excellent choice of location at Bekonscot Model Village – the world’s oldest original model village, created in 1929 – in Beaconsfield, England. Built at a scale of one inch to one foot and featuring historic architecture and scenes from English life, the intricately constructed, exceptionally whimsical, and surprisingly expansive village in miniature provides a head-turning setting for Loewe’s community of eclectic and enigmatic creatives to let out their larger-than-life personalities.

Lesley Manville dwarfs an equestrian scene below her, making horses and riders look like insects. Alison Oliver emerges from a bridge-crossed bay like a kaiju rising from the sea. Sophie Wilde leans casually against a castle wall, her faux-fur and denim look stylishly contrasting with its historical patina. Other images playfully develop the brand’s consistent practice of including still-life imagery alongside its portraits, with the star bags and shoes taking on a new sense of character and perspective as they uncannily appear three stories tall.

A fun addition is the guest appearance by Jonathan Anderson’s young nephew Alfie, who, though he is a little shorter than the rest of the cast, still towers over a quaint historic main street with his Puzzle Tote and boots as he looks quizzically into Teller’s lens.

Teller’s, Drizyte’s, and Anderson’s past collaborative work for Loewe has always had an archly uncanny, grounded-yet-mysterious atmosphere to it. By putting this artfully enigmatic approach in conversation with a setting that further distorts the dimensions of the real and the artificial, this campaign powerfully deepens that perspective and takes shape as an incredibly alluring, playful, and mysterious set of portraits. Is it a small world after all, or is Loewe simply too huge for the rest of us? The answer is yes.