LOEWE’S latest campaign features none other than the esteemed actor Daniel Craig alongside Loewe Global Brand Ambassador Greta Lee.
The images depict simple portraitures shot by the renowned photographer David Sims and portray a straightforward aesthetic, unlike previous Loewe campaigns known for their vast use of props and artfulness.
The actors are placed against a white backdrop and look boldly into the camera. At the same time, Craig embodies the work of artist Richard Hawkins — who sits at the crux of inspiration for the collection — through his portrayal of differing personalities with each shot. The actor goes on to sport various knitted jumpers, leather blousons, boots and trainers, with a highlight being the embroidered trousers reflective of an Americana mood.
As for Greta Lee, the actress is placed upon a white stool, standing up or posed on the floor with no makeup and messy hair; her impromptu aesthetic narrates her rushed onto set moments before the images needed taking.
Lee’s expression is mysterious while she interprets the garments and their balance between rigidity and fluidity. The actress’s clean face compliments the masculine silhouettes she wears, while the bold lighting enhances the prints adorning clothes and accessories.
The embroidered Squeeze bag features alongside the Flamenco Purse in mellow Nappa, and the Campo boots also make a cameo with all items displayed amongst prints by David Sims and curated objects, including keys, a stone and a candle.
As for men’s accessories, the visual output portrays the items placed in a bathroom belonging to the character interpreted by Daniel Craig, furthering the personality the actor embodies. The Puzzle Fold tote is pictured in a washbasin, while the Pebble Bucket bag is placed behind the door on top of a bathrobe, and the Squeeze XL sits on the floor.
Loewe’s latest campaign depicts the intimate relationship between characters and their clothes and further how garments and items bring personalities to life.