5 August 2018

Loewe’s Fall/Winter 18 Ad Campaign

Shot by Steven MieselLoewe‘s Autumn/Winter 18 campaign stars supermodel Stella Tennant and Elise Crombez. As with Loewe’s campaigns since Jonathan Anderson took over as Creative Director, their motto has been Past, Present, Future. This campaign is no exception and stays true to this underlying philosophy.

Loewe FW18 Campaign

For AW18, the “past” is reflected in the first campaign image, staying true to its Spanish roots. We see Tennant reading the Spanish literary classic, Don Quixote by Miguel de Cervantes in a LOEWE hardbound editionadorend with a sleeve featuring one of Miesel’s photographs originally published in Vogue Italia. This is also a follow-up to LOEWE’s announcement that the House will be publishing a series of literary classics with vintage Meisel images as book covers. Yep, #truestory the book is totally real, and isn’t a case of photoshop manipulation.

Loewe FW18 Campaign

The “present” is represented in the second image of Loewe’s key bag for AW18, the Gate Bag.

Loewe FW18 Campaign

Finally, the “future”, is depicted in a shot of Tennant and Crombez trapped in an old elevator. Shot from above at such a high angle, this type of photography recalls cinematographically inspired scenes, and the models in the red wigs kinda add to the futuristic-esque vibe, don’t you think?


Images: Loewe