LOEWE SS24 via Jamie Dornan and Omar Apollo

The campaign, photographed by the great David Sims, proliferates through the gestural quality of the Spring/Summer 2024 collection.

Turning the subtle into something daring and the easy into something that isn’t, LOEWE features Jamie Dornan and Omar Apollo, each captured in a moment, in the midst of a performance. The former, pensive and intense, appears to be in the middle of an audition, on a worn leather chair, leaning against a wall and sitting on a ladder. The singer-songwriter, meanwhile, performs on a circular stage illuminated by light bulbs, holding a silver microphone, and also entering a glowing room.

Expressions are intense, captivating, time seems to have frozen. Intimate and exciting conversations intermingle with the raw energy of the performance. At the same time, furs, knitwear and sparkling surfaces are shown as normal, their textures become evident and the props complete the nuance of the characters.