Loewe Spring 2025 Ad Campaign

Review of Loewe Spring 2025 Ad Campaign by Creative Director Jonathan Anderson and Photographer David Sims with models Taylor Russell, Drew Starkey, and Wang Yibo

Loewe explores the elusive relationship between body and landscape with its Spring 2025 campaign, captured by photographer David Sims.

The campaign retains the core elements of Loewe’s signature marketing aesthetic – enigmatic portraits of an eclectic, talented cast paired with still-life photographs that elevate product shots to an art form of their own – but takes on new emotional dimensions through their connection with the location, the gorgeous countryside near Tavertet in Catalonia, Spain. Shrouded in fog, with hunched mountains visible through foliage in the distance, this forest exudes an almost pagan atmosphere, silently humming with an ancient organic power.

In conversation with this natural force, Jonathan Anderson’s designs take on a quality that feels artfully animalistic. The collection’s more obvious references to the natural world in the form of floral prints point to a tension between nature itself and the representation of it, while the sculptural leather pieces and masterful draping transform their wearers. Meanwhile, the still-life shots see bags and shoes almost as ritualistic objects; semi-transparent hoop dresses hang off of branches like wandering ghosts.

After a few seasons of surrealist in-studio campaigns, it’s exciting to see Loewe turn back to the power of a natural setting without losing any of its artful intentionality. The choice of location is especially meaningful as it emphasizes Loewe’s origins in Spain and Spanish leatherworking houses.

Loewe always maintains an impressive balance of capturing the timelessness of luxury while doing so with a voice that is surprising, surreal, and utterly distinct. Ethereal and earthy, this latest campaign extends that practice anew thanks to a thoughtfully chosen location and a beautiful photographic perspective.