Playful Proportions: Loewe's Pre-Fall 2024 Campaign

Loewe's Pre-Fall 2024 campaign, shot by renowned photographer Juergen Teller, explores the ideas of playing with scale and proportion in a relaxed way. Led by Loewe's creative director Jonathan Anderson, the campaign delves into all kinds of contrasts: whether being big and small or high and low. All communicated through the garments and the intensely visual frames that is crafted by the models and the intricate setting they find themselves in.

Using the charming Bekonscot Model Village, the world's oldest original model village built in 1929, as a backdrop, this campaign radiates a sense of heritage and nostalgia. Encapsulated in this miniature, detailed world, it's the ideal complement to the collection's playful and mind-bending designs.

The campaign is brought to life by a lively group of creatives and artists: Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde and 070 Shake. A very special appearance by Alfie Anderson, Anderson's nephew, gives a personal touch and underlines the sense of community and creativity that Loewe stands for.

All the iconic Loewe bags including the Puzzle Fold Tote, the Flamenco Purse and the Squeeze Bag are displayed in soft, moldable versions, highlighting the scale theme. Like the rest of the collection, these pieces are aimed to intrigue and excite by playing with proportions in unexpected ways.

Teller's photography, which is known for its raw and introspective images, adds another dimension to the concept. He contrasts the whimsical backdrops of Bekonscot with the serious, almost cryptic expressions on the models' faces. In a way that reflects the collection's mix of cropped and elongated shapes and textural draping. The visuals giving us viewers a sense of underlying strictness which seems comical, in contrast to the lightweight concept of the location. 

Juergen Teller's approach incorporates documentary style photography into the campaign, along with bringing a hint of dry humor and the vibrant vision Anderson has for Loewe. Keeping it simple and creative, the campaign is not only visually appetizing, but also engaging and thought-provoking, inviting us to enjoy the beauty of contradictions and proportions.