Review of Loewe ‘The Madrid Bag’ 2025 Ad Campaign by Director Yago Castromil and Photographers David Sims with models Taylor Russell, Livia Lima, Teresa Sapey, Anna Gariga, Carmen Urbita, Milena Schmidt
Loewe celebrates its home city with a special campaign film to mark the launch of its latest handbag, the Madrid. The campaign features direction by Yago Castromil and photography by David Sims.
The video brings together cultural figures like architects, actresses, art historians, and journalists – as well as lead designers in the house’s leather goods atelier – native to Madrid, or who now call it their home. Their reflections on life and community in this on-of-a-kind city are woven together over archival footage of the sunny city in motion: its cafés and galleries, its wide streets, its historic architecture, and the people who live among them. Shots of the process behind the bag’s intricate crafting are also cleverly used across the film, finding creative echoes between its design identity and the city that inspired it.
As Loewe is in a transitional period as we await the debut from its new creative director duo, a bag launch and campaign such as this one that emphasizes the house’s historic roots feels like a smart move. Much is changing for the house, but its focus on craftsmanship and its home in Madrid remain enduring, and the campaign smartly celebrates that cultural and craft identity.
Director | Yago Castromil
Photographers | David Sims
Videographer |
Models | Taylor Russell, Livia Lima, Teresa Sapey, Anna Gariga, Carmen Urbita, Milena Schmidt
Set Designer | Maria Ona