Daniel Craig and Greta Lee star in LOEWE's FW24 campaign

LOEWE’s new global campaign, photographed by David Sims, is a blunt and starkly reductionist effort. Dispensing with props and artifice, the photographic gaze focuses on the subjects and what they wear as an extension of who they are and how they want to be perceived.

Actor Daniel Craig and LOEWE global brand ambassador Greta Lee appear against a white backdrop, staring defiantly into the camera. Craig brings to life the work of artist Richard Hawkins, who inspired the collection, through a collage of personalities. He wears the knitted jumpers, cargo trousers, leather blouses, but also the boots, trainers and embroidered trousers that are key pieces of the collection, American-influenced, with a defiant attitude.

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Greta Lee, meanwhile, is captured sitting on a white stool, standing upright and lying on the floor. With tousled hair and no make-up, she looks as if she had arrived on the set a few minutes before the photos were taken. Her presence is somehow enigmatic; her natural poses highlight the undulating volumes, the tension between structure and fluidity of the garments she interprets. Her naked beauty matches the masculine tailoring she wears, while the austere lighting highlights the botanical prints and trompe l’oeil as if they were alive.

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The idea of the strong portrait is transferred to the still lifes. The embroidered Squeeze bag, as well as the soft nappa leather Flamenco bag and Campo biker boots are photographed from above, as if being catalogued, in carefully considered compositions in which the items are set against David Sims’ coloured prints with surrounding objects – keys, a stone, a plant, a candle – adding a certain mystery.

The men’s accessories, on the other hand, appear to have been photographed in the bathroom of the character played by Daniel Craig, adding another facet to the representation of his personality: the Puzzle Fold tote bag in bright green is placed on the sink, the Pebble Bucket bag behind the door on a bathrobe, the Squeeze XL bag on the floor and the Groove round sunglasses inside a glass.