LOEWE, the fashion house that sprung into the mainstream for its quirky minimalism and innovative pieces, now pushes the customary boundaries of high luxury for its Spring/Summer 2025 pre-collection campaign, in collaboration with renowned photographer, Juergen Teller. In a mod exploration of the interplay between the talent and the personality, the fashion and its simulacrums, LOEWE presents its new collection with a documentation of unexpected combinations. Through an ever-evolving cast of creatives, the campaign defies consumerist expectations in a blunt display of unconventional pairings and harmonious discord. 

Set against a stark white studio background—an acknowledgement of traditional fashion portraiture—the campaign features a bizarre ensemble of performers representing a variety of human stereotypes. Sea captains and ballroom dancers are followed by leather daddies and scuba divers. Appearances from medieval knights and rugby players precede the clump of rugby players and well-oiled body builders. Each image showcases the unexpected ways in which universal signals of beauty stretch across a diverse assortment of players. The result is a visual narrative that reproduces conflict while introducing unforeseen partnerships.  

Each pose is imbued with whimsy, with each subject flaunting their individuality by simply showing off. The Bear star, Ayo Edebiri, brandishes the Squeeze handbag alongside rugby players, and Baifern Pimchanok, actress and LOEWE Brand Ambassador, clutches the Flamenco purse, oblivious to her scuba diver companion. Drew Starkey, the star of Luca Guadagnino’s new film, Queer, is the ultimate American darling with the Pebble bucket, but it’s not hard to miss the knights lingering in the back. And when Richard Gadd, the mind behind the hit-series Baby Reindeer, shows off the Pebble bucket, staring straight into the camera, the agriculturalist with a giant gourd does the same. In another image, Rose Wylie, the contemporary British painter known for her characteristically freewheeling, exuberant paintings, poses with artwork, green Flamenco in tow.

In a twist of dry humor, Juergen Teller distorts traditional studio imagery into a satirical tableau of quirky oddities, and the result is a fresh take on fashion that invites audiences to reconsider their perceptions of identity and style.

LOEWE’s SS25 collection revolves around the dichotomy of bold pride and sophisticated panache. The womenswear, the ne plus ultra of contemporary elegance, features slinky dresses and fine leather. A utilitarian Americana energy surrounds the house’s menswear. The collection’s accessories, such as boat shoes and furry pumps, are presented as still lives in conjunction with various pieces from the performers’ costumes, furthering Teller’s odd pairings. Except, in this case, fashion photography not only refrains from order, but from human presence altogether. Under Juergen Teller’s creative direction, the SS25 pre-collection campaign redefines the prevailing assumptions of today’s fashion landscape.