Jonathan Anderson continues to abandon the ordinary, instead portraying an eccentric, playful air. For Pre-Collection Fall/Winter 2024, that vision continues, and a new campaign shot once again by a friend of the House, Juergen Teller, brings that playfulness to life.
This season, Anderson takes us on a journey that plays with proportion and scale. Silhouettes redefine traditionalism, and campaign images reflect that sentiment.
Photographed with the backdrop of Bekonscot Model Village, the world’s oldest original model village dating back to 1929, the campaign features a unique cast of creatives and artists, plus a special appearance from Jonathon Anderson’s nephew Alfie Anderson.
Playful Proportions
Meant to be interesting and thought-provoking, the images are unexpected and raw, with a light-hearted air of playfulness that is hard to miss. Bags are set amongst the tiny village, offering a further play on proportions.
Silhouettes include new House favorites like the Squeeze Bag, Flamenco Purse, and Puzzle Fold Tote. Novelty details outfit the Bucket Bag, Paseo, Hammock, and more. Meanwhile, the archival revival of the Amazona Bag appears in an on-trend east/west shape, combining classic Loewe with a modern edge.
Discover more from the campaign below, and shop the collection now via Loewe.
gate shoulder bag loewe bag leaf yellow.
If Miu miu’s model has been a best seller, I would not understand how this would not be. First because of the quality of the materials and second because it is a bag that has been around for more than 40 years and that particular shape is even earlier than Miu Miu’s.