Loewe Men's Spring 2023 Ad Campaign Review

Review of Loewe Men’s Spring 2023 Ad Campaign by Creative Director Jonathan Anderson and Photographer David Sims with models Josh O’Connor and Stéphane Bak

Loewe lives inside our imagination rent-free with with the new campaign for its Spring 2023 Men’s collection, captured by one of contemporary fashion’s greatest eyes, photographer David Sims.

Synthesizing the house’s penchant for surrealism under Jonathan Anderson’s visionary creative direction with a sense introspection and quiet intimacy, the campaign references still-life and portrait painting to explore the liminal space between body and object. With striking features and dreamy, pensive eyes fixed on something far away – or deep within – the men of the campaign occupy a minimal, softly lit space, their bodies and attitudes in conversation with the sparse selection of antique Victorian objects around them: a metal bed frame, silver candle sticks, a lace pillow, silk gloves.

The arrangements feel sculptural, and the medium of sculpture does make a pair of literal appearances: a worn cast of a male figure, who seems to represent another character who would have fit right into this campaign did he not belong to another time, and a large acrylic anthurium, a direct reference to the house’s women’s Spring 2023 show, which featured the flower in its set and clothing design.

These open-ended images seem to embody both the imagination’s ability to capture reality and its unfettered creative power to move beyond reality. Exuding the objective precision of still-life painting, these compositions also point to a liberated subject, one that, by fully engaging with the body and its spatial relationships, transcends them.

Finishing off the images with Loewe’s signature magazine-cover-esque graphic design, the campaign is another affirmation of the brand’s mastery of fashion as art. As a frame marks the separation between art and nature, so does clothing mark the first moment of transition between embodied self and other: Loewe and David Sims capture this idea with delicacy, ingenuity, and depth.