Under the raw and poetic gaze of Gray Sorrenti.
LOEWE once again challenges the visual narrative of contemporary luxury with its new campaign for the Autumn-Winter 2025 pre-collection, where it presents a cinematic, intimate and delocalised character study, where identity is hinted at rather than revealed.
The cast – Yang Mi, Greta Lee, Josh O’Connor and Stéphane Bak – embody a kind of suspended intellectuality, as if they all inhabit the same melancholic universe. The architectural setting – sober, modernist, with surfaces that invite reflection – is key. The large windows and glass walls play with perception. The warm, almost liquid light blends with different materials such as leather, wool and grained leather. Even the smallest detail has been thought out.
Josh O’Connor withdraws into a textured sofa while holding the Featherlight Puzzle; while Stéphane Bak seems suspended in a creative limbo, with the Puzzle in his hand as a symbolic tool. Greta Lee and Yang Mi break the narrative linearity with abstract gestures: the former looks at the floor, the latter plays with the Amazon 23 Cropped.
The collection itself continues LOEWE‘s playful yet meticulous approach to design: off-the-wall proportions, fluid silhouettes and an obsessive exploration of cut and volume.
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