ATREZZO PORTRAITS
Loewe unveils its latest global campaign featuring actor Daniel Craig and ambassador Greta Lee, captured by David Sims. The campaign highlights a raw and striking exploration of self, removing props and artificial backdrops to focus on the subjects and how fashion reflects their inner selves.
For the Fall/Winter 2024 campaign, Loewe celebrates the unfiltered connection between individuals and their clothing. It is a powerful representation of self-expression where fashion acts as a medium to portray one’s true essence—raw and undeniably Loewe under Jonathan Anderson’s direction.
In David Sims’ refreshingly raw campaign, the clothes and personalities are at the forefront. Craig, embodying the collection’s artistic muse, showcases a rebellious Americana spirit with chunky knits, cargo pants, and leather blouses. Lee, serving as the enigmatic counterpart, exudes effortless cool with her tousled hair and natural beauty, wearing garments that flow and structure in perfect harmony.
Stark lighting emphasizes the prints, while overhead shots of the iconic Squeeze and Tote Puzzle Fold bags, the supple Flamenco, and the statement Campo boots, accompanied by intriguing objects like keys and candles, add a touch of mystery and suggest untold stories. This minimalist approach underscores Loewe’s commitment to creative vision, demonstrating that fashion’s true power lies not just in embellishment but in the genuine connection between self and garment.
