Body, mind, object: The new LOEWE SS23 men’s campaign, photographed by David Sims, explores a liminal zone between the staged and the introspective, the human personality and the handcrafted object. Drawing suspended and slightly disconcerting scenarios that seduce and attract the viewer’s gaze, the campaign is a search for meaning that revels in the details.
The series of images is composed of both portraits and still lifes and is openly inspired by the work of both the British portrait and still life photographer William Nicholson (1872-1949) and the American photographer George Platt Lynes (1907-1955). Although clear, the references are also mixed, blurred and merged, in keeping with creative director Jonathan Anderson‘s penchant for unexpected associations.
The protagonists of the images are LOEWE ambassadors Josh O’Connor and Stéphane Bak, as well as the Amazona 15, Puzzle and Fold Shopper bags, which become central figures in the compositions: subjects that attract, activating a narrative that lurks in the shadows and in that which is not immediately apparent.
In the still lifes, William Nicholson‘s way of playing with everyday objects, with lights, distortions and reflections, comes to the fore as antique objects and contemporary sculptures in aged marble or delicately moulded wax dialogue with the expert craftsmanship of LOEWE‘s articles.
George Platt Lynes‘ work, his deft use of lighting, his proclivity for the surreal and his ability to charge a pose or a gaze with intense erotic tension resonate in the snapshots. Josh O’Connor and Stéphane Bak lie on a bed, sit in a chair, recline on a wooden plank or emerge from a black stage as if stranded on a beach.
With eyes dreamy, pensive or absorbed in something unseen, they invite the viewer into their thoughts, delving beyond the physical into the psychological, celebrating the power of photography both to represent reality and to ignite the imagination.
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