LOEWE explores body language in its SS23 campaign

A reflection on the act of posing as a way of acting and personifying that brings garments and accessories to life. Such is the latest LOEWE SS23 campaign for women, photographed by David Sims and starring global ambassador Taylor Russell.

It is a study in the making, a representation of the process in an improvised environment or with a white limbo as a backdrop. Reality or illusion? The question is deliberately left unanswered.

Meanwhile, Taylor demonstrates her acting skills in front of the camera sitting on the floor or reclining on a sofa accompanied by the Paseo bag, a sleek nappa leather creation with soft, signature pleats and threaded handles. Russell also exhibits the virtues of the Goya Puffer bag while looking directly into the lens and wearing a pixelated jumper as if she were a cut-out herself. In fact, in one of the images she is herself a cut-out. Once again: reality or illusion?

The set decoration is evident. The backdrops are glued to the wall or placed on the sofa. A rug is untucked. It all looks like a kind of rehearsal, stopped halfway. A crude representation of what it is like to take a photograph.

The accessories are the protagonists of still lifes reminiscent of classical still lifes set against dramatic black backgrounds, interspersed with antique silverware and aged marble sculptures. The shiny metal of the candlesticks and teapots creates a play of reflections, distorting the halos and details of the LOEWE items reflected in them (the Paseo bag, the Wave Mask sunglasses, the COMIC foam shoe, the pleated Goya Puffer bag…) creating a dialogue with their expert craftsmanship.

The effect is one of suspense and bewilderment. The mise-en-scène reveals itself for what it is: a mise-en-scène.

Discover LOEWE’s SS23 selection by clicking here.