DOES SIZE REALLY MATTER?
Loewe Fall/Winter 2024 Pre-Collection
What if size doesn’t matter after all? What if the adage ‘good things come in small packages’ is fashion’s best-kept secret, waiting for Loewe to embrace it? In this context, the ‘good things’ are the bags, and the ‘small package’ is a very, [very!] small village. Loewe has unveiled their Fall/Winter 2024 pre-collection campaign within the tiny world of Bekonscot Model Village, the world’s oldest original model village. This collection explores scale like never before, featuring a diverse cast of familiar artists and creatives.
Loewe proves they don’t just think outside the box; they shrink it, stretch it, and fit their ever-expanding roster of collaborators within it. This includes Alison Oliver, recently seen in Saltburn, alongside fellow castmate Archie Madekwe. Schitt’s Creek co-creator and beloved star, Dan Levy, also joins the campaign, along with Enzo Vogrincic, known for his role in J.A. Bayona’s Oscar-nominated film La Sociedad de la Nieve. The eclectic line-up is completed by Lesley Manville, Sophie Wilde, Kit Connor, and METAL 50 cover star, 070 Shake.
Their expressions suggest they’re standing in the London Tube during the 8 a.m. rush hour, emotionless and lost in thought. Have they missed the memo that they’re in what looks like the best place ever? Apparently not, as their stoic expressions align perfectly with photographer Juergen Teller’s vision. Known for his unique blend of rawness and dry humour, Teller adds a sense of paradox to the imagery, with Alison sinking in a pond and Enzo precariously posed over a railway tunnel.
With a mix of crude charm and whimsical flair, the images perfectly complement Loewe’s Fall/Winter 2024 pre-collection, embracing its irreverent nod to convention. The collection features cropped and stretched shapes, outsized bows, and sculptural draping, showcasing iconic Loewe bags such as the Puzzle and the Hammock. The Puzzle Fold tote, the Flamenco Purse, and the Squeeze bag come in soft, malleable iterations, depicted as still lifes in pocket-sized vignettes to highlight the play on scale.
