Loewe Spring/Summer 2025 Pre-Collection Featuring Juergen Teller

Juergen Teller’s latest shoot for LOEWE is a full-on visual rollercoaster — and it’s totally wild. Set against a blank white backdrop, the campaign pairs fashion icons like The Bear star Ayo Edebiri, Drew Starkey, the star of Luca Guadagnino’s new film, Queer and Baifern Pimchanok, actress and LOEWE Brand Ambassador, with a cast of unexpected characters: sea captains, knights, bodybuilders, even a scuba diver. It’s like someone tossed a fashion lookbook into a blender with a bunch of personalities — and the result is seriously fun.

Each shot is a weird mix of intentional chaos, with talent like Leo Woodall from One Day smiling with a Pebble bucket, while a knight stands next to him, sword in hand. Then there’s Mod, casually posing with a Puzzle bag while flexing bodybuilders do their thing in the background. And let’s not forget Edebiri, who’s rocking the Squeeze bag surrounded by rugby players, like it’s no big deal.

 

It’s the ultimate clash of the expected and the absurd. Teller’s trademark dry humor turns the usual “fashion campaign” into a totally unpredictable party where every pose feels spontaneous, and every pairing is a delightful surprise.

The collection? Sleek sophistication meets a dash of Americana, with accessories like Flamenco bags and furry pumps making their own cameo in still life shots. It’s not just about looking good — it’s about having fun, breaking the rules, and embracing the unexpected.

 

This is fashion that doesn’t take itself too seriously — and we’re here for it.

 

Creative Direction: JW Anderson

Photographer & Director: Juergen Teller

Styling: Benjamin Bruno

Creative Partner: Dovile Drizyte

Make Up: Daniel Sallström

Hair: Keisuke Terada
Set Design: Andy Hillman