Juergen Teller captures Loewe’s SS24 pre-collection, creating main characters out of the house’s nearest and dearest.
Loewe’s SS24 pre-collection campaign embodies the fusion of music, film, art, and fashion, as lensed by photographer Juergen Teller. Captivating with an all-star cast and a moodboard that evokes creative director Jonathan Anderson’s fantasies, the capsule is a candid expression of the organic and the unfiltered. The images are distinctively taken, and then, torn, and then made new with raw-torn paper edges. A method of craft that reminds one dearly of Anderson’s at the house.
Global ambassadors Taeyong of NCT and Josh O’Connor, join illustrious actors Dame Maggie Smith, Greta Lee, Dakota Fanning and Mike Faist, model Fei Fei Sun, and artist Rachel Jones are some of the near and dear to star in the campaign. Taeyong, who has made headlines before for his synergy with the brand’s renown for the ostentatious, channels centrepiece energy — clad in the house’s vibrant knits and the coveted Puzzle bag.
But if was not already obvious from the campaign, a second look will tell you this: the stars, glittering and gilded as they are, are just the mood-makers for the pre-collection’s bevy of highly covetable bags, including the Classic and Edge versions of the Puzzle, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, Paseo, and Fold shopper.
Also stellar in the collection? The campaign elucidates wearability. Anderson has garnered a reputation for the weird and the wild — naysayers might even label them as “too runway” — but wacky as they are, the pre-collection’s leather coats, vibrant knitwear, oversized polos and mismatched silk and cotton button-up assortments proved otherwise. Existing on the forms of art and culture greats may seem like a method of execution that would add to the collection’s runway association. But in the backdrop of the gritty and mundane, and set against against organic, sculptural environs, the celebrity of it all takes a backseat for the collection to unveil itself as it is: real, unpretentious and overall, wearable.
Distinctively taken and torn, and combined with the addition of raw paper edges, Teller’s approach to the campaign is fitting. After all, the house’s identity is one that builds on craft, and furthers the notion of twisting realities and highlighting the sculptural and artistic, just like the entire collection.
While the campaign showed off all the SS24 pre-collection pieces, such as leather coats, vibrant knitwear, mismatched assorted silk and cotton button-ups, oversized polos and furs all around. The main highlight was on the collection’s newest bags, including the Classic and Edge versions of the Puzzle, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, Paseo, and Fold shopper.
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