Photo: Steven Meisel for Loewe.
Loewe’s F/W 17 campaign, shot by Steven Meisel, pairs two very distinct types of imagery together into one magically cohesive campaign.
First, there are portraits of model Max Overshiner standing heroically on a gravelly mound and wearing Loewe’s latest and greatest outerwear pieces. Pretty typical for a campaign so far. But then, behind Overshiner’s majestic, windswept poses, which certainly show off the colorful, highly textured nature of this season’s collection, a giant, fringed chandelier of sorts hands solemnly in the air. The whole scene is framed in white with ‘Loewe’ boldly emblazoned above, making each photo seem like the cover of an art magazine and further adding to the feeling that these are stills from an expensive, vast, epic journey.
Then, to keep us on our toes, Loewe pairs these images with beautiful still lifes of a translucent table in front of a sky blue backdrop with small soft white clouds skittering across it. Upon the table are various household objects captured in such color and detail they almost appear to be very lifelike paintings. These, two, are framed in white with ‘Loewe’ overhead.
Check out the campaign in the following slides.