Loewe Resort 2025 Ad Campaign

Review of Loewe Resort 2025 Ad Campaign by Creative Director Jonathan Anderson and Photographer Juergen Teller with models Ayo Edebiri, Ambika Mod, Baifern Pimchanok, Leo Woodall, Sue Kroll, Rose Wylie, Richard Gadd, and Drew Starkey

Loewe channels the playful power of quirky combinations with its new Resort 2025 campaign, created in collaboration with photographer and director Juergen Teller.

The campaign continues the house’s practice under the creative direction of Jonathan Anderson of subverting typical fashion and entertainment industry tropes while enigmatically drawing on the talent of the creative community with which it is surrounded. This time around, the cast features actors Ayo Edebiri, Ambika Mod, Baifern Pimchanok, Leo Woodall, Drew Starkey, and Richard Gadd, as well as acclaimed painter Rose Wylie – who is captured in her chaotically creative studio – and film producer and client-turned-collaborator Sue Kroll.

In a nod to traditional fashion portraiture, the rest of the cast is captured in a simple, white studio space. But the ostensible simplicity of these would-be-straightforward images is ironically and playfully shattered through the inclusion of a range of seemingly random extra characters – chivalric knights, scuba divers, leather daddies, mud-splattered jockeys, a British gentleman proudly holding a huge gourd, body builders, and more.

The accompanying short film ups this energy, putting the portraits in motion to a kitschy marching band tune that eventually descends into chaos. In keeping with the wry subversion of typical fashion imagery, the models smile and wiggle, in addition to the usual smoldering and posing.

It’s true that in dialing up the aspect of playful randomness Loewe might have traded off some of the artisanal elevation that balanced out its recent campaigns – but this element of raw fun and spontaneous imagination feels so rare in fashion marketing these days that we can’t help but be delighted and drawn into this unique visual world. Loewe continues to set itself apart from the luxury status quo, at once drawing on its traditional visual lexicon while transforming it completely.