In an era where style can feel like an unattainable ideal, Loewe’s approach to luxury fashion feels refreshingly honest. For the house’s FW24 campaign, the decision to strip away props and other details to focus solely on the subjects is nothing short of original. Loewe’s most recent collection is a masterclass in texture and form. Creative Director Jonathan Anderson’s vision is one of contrasts, where soft, fluid silhouettes meet structured, architectural pieces. The result is a collection that feels both modern and relevant, with a focus on only the highest level of craftsmanship.

The women’s collection, a study in femininity, features flowing dresses and tops in silk and cotton, paired with structured jackets and coats in wool and leather. The color palette is muted, with shades of beige, navy, and black dominating the collection. However, it’s the subtle pops of color – a bright red dress and a yellow leather handbag – that add a sense of whimsy to the collection’s theme. Greta Lee’s presence in the campaign also contributes to the campaign’s aesthetic, with Lee’s wardrobe of billowy volumes, structured pieces, and masculine tailoring – all eminent in her grounded aura and quiet confidence.

The men’s collection, opposite of the women’s, is an ode to masculinity, with bold, graphic silhouettes and a focus on fabrics like cashmere and wool. The color palette is also dark, despite the subtle uses of patterns like stripes and checkers. Daniel Craig’s presence in the campaign is nothing short of electrifying. His bold, graphic wardrobe choices – think knitted jumpers and leather blousons – are a reflection of his tough, edgy persona. But what strikes viewers most is the way Craig’s character seems to dare the viewer to look away. It’s as if he’s saying, “I’m not here to impress you, but to challenge you.”

In an age where masculinity and femininity are being redefined, Craig and Lee’s portrayal feels like a refreshing antidote. By not trying to be likable or relatable, the two are simply being themselves, authentically and unapologetically. 

The still-life compositions in the campaign are works of art in their own right. Shot by photographer David Sims, the images feature the collection’s accessories on top of portraits and paintings, hanging from the sides of mirrors, and set inside the basin of a bathroom sink. The bathroom images, shot with surrounding mirrors and reflections, add an extra layer of intimacy to the campaign, almost as if we’re catching a glimpse of a private moment.