Crinoline dresses hanging on poles, floating lightly in the mist surrounding a forest. Men and women holding branches, studying dry leaves, resting on grass: the new LOEWE Spring Summer 2025 campaign, shot by David Sims, explores the relationship between body and landscape, gesture and nature. Photographed en plein air in the countryside of Tavertet, in the area of Collsacabra in Catalonia, in quite an emotional scenario, the images highlight, in painterly colour, the enduring association of LOEWE with the natural world, and its connection to Spain, its land of origin. In the tenth year of Jonathan Anderson’s tenure, the campaign goes back to the geographic roots of the brand and to the photographic language that highlighted an almost pagan connection with the forces of nature, which was characteristic of Anderson’s beginnings.
A longing for nature in its elemental state is part of the LOEWE ethos. It touches the aesthetic and the spirit of the collections in the choice of colours, in the tactility of materials and textural aura of the finishes. The ethereal floral prints, the feathers, the earthy leathers, the draped trousers and the trapeze perfectos in Spring Summer 2025 are an expression of this spirit.
In the campaign images, this all gains life in the scenario of the Spanish countryside. The images feature Drew Starkey, Taylor Russell, and LOEWE global ambassador Wang Yibo caught in different situations as they dialogue with the natural elements. The conversation that ensues is one of poses, textures and atmosphere; the air is just as perceivable and tactile.
Russell leans on a tree, barefoot, the grain of her leather coat or the sequins of her dress as evident as the bark and the foliage. Starkey sits on leaves, in a metal chain top that coldly glistens against the warmth of the forest. Wang Yibo explores the premises, the draping of his trousers accompanying his movements, the blunt abstraction of the tailoring he dons slightly off-kilter for the situation. The Madrid bag, as well as the Featherlight Puzzle, Flamenco Purse, Squeeze and Toy shoes in floral sequins are pictured dangling from a tree, or laying on soil, as if part of a naturalistic performance act.
With its pagan directness, the campaign brings fashion out of the city on earthy ground, fostering an holistic message of human presence as part of the whole of nature.
Actor Drew Starkey starred opposite Daniel Craig in Luca Guadagnino’s film QUEER, a cinematic adaptation of William S. Burroughs’ novel of the same title. He also starred in Netflix’s Outer Banks, while previous credits include Hulu’s Hellraiser reboot, and a recurring role on Amazon’s The Terminal List. Starkey appeared in Netflix’s Ozark and The Devil All The Time, MTV’s Scream and FOX’s Love, Simon and The Hate U Give.
Award winning Canadian actress and director Taylor Russell is known for her roles in Luca Guadagnino’s Bones and All (2022), and Waves (2019). She made her directorial debut in 2020 with the documentary short The Heart Still Hums and made her stage debut in the National Theatre’s production of Lucy Prebble’s The Effect alongside Paapa Essiedu.
Wang Yibo, a talented young Chinese actor, singer, and racer, has excelled across diverse fields, including film and television, music and dance, sports, and fashion. Acclaimed for his standout performances, he has garnered numerous accolades; his role in Hidden Blade earned him nominations for Best Supporting Actor at the 36th China Golden Rooster Awards and Best Newcomer at the 17th Asian Film Awards. For his performance in the film One and Only, he received a nomination for Best Actor at the 37th China Golden Rooster Awards and another for the Golden Deer Awards at the 18th Changchun Film Festival. In 2024, his debut outdoor documentary Exploring the Unknown with Wang Yibo, co-produced with Discovery Channel, received widespread critical acclaim both domestically and internationally.
