LOEWEpresents an intriguing exploration of personality and archetype in itsSpring-Summer 2025 precollectioncampaign, photographed byJuergen Teller. The campaign reimagines traditional fashion portraiture through unexpected pairings of talent and theatrical performers.
Shot against a stark white backdrop, the series features an eclectic cast including rising starsAmbika Mod,Ayo Edebiri, andLeo Woodall**, alongside an ensemble of performers embodying distinctive characters—from medieval knights to ballroom dancers. Each image creates a deliberate tension between contemporary talent and cultural stereotype, resulting in compositions both whimsical and thought-provoking.**
The campaign's narrative unfolds through carefully orchestrated contrasts: Emmy-winnerAyo Edebirishowcases the Squeeze bag alongside rugby players, whileAmbika Modpresents the iconic Puzzle bag flanked by bodybuilders. ActorDrew Starkeyholds the Pebble bucket as ballroom dancers freeze mid-step, andLeo Woodallshares his frame with an armored knight.
LOEWE's collection itself plays with duality—menswear channels an air of Americana, while womenswear embraces sophistication through slinky draped dresses and leather pieces. Accessories, including boat shoes, furry pumps, and sandals, are artfully arranged among performers' costumes, creating compelling still lifes that speak to the campaign's theme of unexpected unions.
The Spring-Summer 2025 precollection launches in stores and onloewe.comNovember 14, marking another distinctive chapter in the House's ongoing exploration of art, fashion, and identity.