Loewe Pre-Fall 2025 Ad Campaign

Review of Loewe Pre-Fall 2025 Ad Campaign by Photographer Gray Sorrenti with models Greta Lee, Josh O’Connor, Stéphane Bak, and Yang Mi

Loewe’s latest campaign blurs the line between character study and fashion portraiture, drawing us into an enigmatic world that is domestic yet otherworldly. Shot by Gray Sorrenti, the imagery carries an unspoken tension—a cinematic stillness that suggests each character is caught mid-thought, mid-line, or mid-scene.

This season, Loewe leans into its signature play on perspective and proportion. Rooms with wide glass panes and warm light provide the perfect canvas for layered reflections and spatial illusions. Each image feels intimate but constructed, with talent styled to appear almost lost in their own quiet narrative. Josh O’Connor slouches into the sofa with a languid ease, the elongated floral tie suggesting whimsy in the midst of contemplation. Yang Mi’s repeated gestures—one with her arms stretched along the floor, another blocking one eye with a cherry—tease surrealism, lending a sense of theatrical self-awareness.

The collection itself builds on Jonathan Anderson’s talent for reconciling abstraction and wearability. There’s a playfulness to the twisted cuts, exaggerated accessories, and fluid tailoring. Signature bags like the Puzzle, Amazona, and Madrid are transformed through texture and proportion, emphasizing Loewe’s ongoing experimentation with shape and craft.

Ultimately, this campaign succeeds not by loudly showcasing fashion, but by whispering it—turning the familiar language of ad campaigns into something meditative, poetic, and just a bit off-kilter. Loewe continues to define itself as the thinking person’s luxury: intellectually curious, aesthetically sharp, and never fully resolved.