LOEWE presents the Spring/Summer 2023 pre-collection campaign, a playful reflection on individuality, personality and audacity, once again photographed by Juergen Teller.
The photographic work portrays an array of creators from a wide variety of disciplines. Director Luca Guadagnino, with whom LOEWE creative director Jonathan Anderson has collaborated for the film ‘Challengers’ (2023); costume designer Sandy Powell and actors Taylor Russell, Tang Wei, Leo Wu, Chloë Sevigny and Naomi Ackie, along with artist Roni Horn; model Jeanne Cadieu; singer Yeri and performer Mari Natsuki.
The protagonists pose like living sculptures next to LOEWE‘s most iconic bags such as the Puzzle, Puffer and Goya and wear looks from the new Chinese Monochrome collection. Wearing pieces from the collection – a mix of sporty influences, huge sculptural volumes and hard-hitting surrealism – the protagonists look directly into the camera, interacting with the viewer without a second glance. Teller’s tough, uncomplicated gaze and taste for the absurd endow the images with a twisted sense of humour, multiplying the facets of LOEWE‘s prismatic identity.
The Chinese Monochrome collection sheds light on ancient Chinese ceramic techniques and pieces from the Ming and Qing dynasties. These ceramics are known for their precise and understated elegance. Each piece is the result of centuries of painstaking experimentation by artisans who sought to capture the colours of nature, from ripe fruits to rainy skies. Exquisite shades – including Pale Aubergine glaze, Tea Dust glaze and Pale Celadon glaze – have been skilfully applied to LOEWE‘s iconic Puzzle, Hammock, Goya, Bracelet Pouch, Luna and Flamenco bags as an ode to the power and beauty of a single hue. The antique pottery imagery appears on T-shirts and sweatshirts worn by Tang Wei, Leo Wu and Luca Guadagnino.
A short documentary accompanying the Chinese Monochrome collection explores the historical and cultural influence of ancient ceramics, featuring ceramicists Deng Xiping and Natasha Daintry, as well as Wang Guang Yao, professor and researcher at the Beijing Palace Museum.
LOEWE will sponsor the creation of a new monochromatic ceramics education programme at Jingdezhen Ceramics University, which seeks to preserve this ancient craft and its cultural heritage. Located in the ancient porcelain capital, Jingdezhen is China‘s only multidisciplinary university offering ceramics studies.
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