A bright and color-contrasting depiction of individual characters, Loewe’s SS24 pre-collection campaign is another installment of the growing relationship between the house’s creative director Jonathan Anderson and photographer Juergen Teller. The campaign includes depictions of various unique characters in a bright and prismatic light. It presents a forever-evolving and multidisciplinary cast of people in film, music, art, and fashion, including actresses Greta Lee, Maggie Smith and Dakota Fanning, actor Mike Faist, artist Rachel Jones, model Fei Fei Sun, and LOEWE Global Ambassadors, musician TAEYONG and actor Josh O’Connor. 

In true Teller fashion, the characters add to a sort of sense of twisted realism with re-proportioned classics from the collection like simple knits, jeans, denim tops and skirts, highlighting imperfection as the ultimate perfection. The characters look straight into the camera amidst gritty surroundings while carrying LOEWE bags like the Classic and Edge versions of the Puzzle, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, and the Paseo and Fold shopper. A special collaboration with Kyoto-based ceramic studio Suna Fujita, the brainchild of Shohei Fujita and Chisato Yamano, is revealed for their work with a Puzzle Fold tote.