Loewe Spring 2024 Men's Ad Campaign

Review of Loewe Spring 2024 Men’s Ad Campaign by Creative Director Jonathan Anderson and Photographer David Sims with models Jamie Dornan and Omar Apollo

Loewe interrogates performance and reality with its new Spring 2024 Men’s campaign shot by photographer David Sims.

Protagonists of the images are Golden-Globe nominated actor and newly appointed Loewe Global Brand Ambassador Jamie Dornan and singer and songwriter Omar Apollo: each one of them caught in a moment of expressiveness or introspection, whether on the stage or in between the acts. Contrasting the elevatedness of the presence of these artistic men and the looks they wear, Sims captures them in relatively nondescript spaces. Dornan reclines in an office swivel chair, his inscrutable attitude that of both a performer and a person. Apollo’s attitude, meanwhile, is for the most part unmistakably that of a showman; he lights up a stage as he poses with a microphone and Puzzle tote.

This curious intersection of intimacy and raw energy illuminates in turn the character of Jonathan Anderson’s design work. This season saw the creative director explore proportion with subtle acts of elongation and voluminousness, while also undertaking an intriguing survey of textural juxtapositions: chunky knits and buffed leather, crystal sequins and raw denim.

We might be close to reaching a point where this approach to campaign imagery is starting to feel repetitive; there’s little here conceptually or visually that wouldn’t have fit into Loewe’s last few seasonal campaigns that have undertaken a similar self-aware and unrefined aesthetic and toyed with the separation between art and reality. That being said, this approach of slow evolution is a great way to build up a distinct and recognizable brand universe – one that happens to be quite different from any of Loewe’s luxury competitors.

Keeping a finger on contemporary culture through its partnerships with noteworthy performers while also maintaining an artistically elevated distance from the typically overwrought fashion formula, Loewe continues to create windows into one of the most intriguing takes on luxury today.