Campaign - 1/11/24
The performative act, caught as it happens. Gestures that define characters and movements that draw silhouettes in space. The LOEWE men’s campaign, shot by David Sims, proliferates on the gestural quality of the SS24 collection, on the idea of turning the subtle into something bold and the easy into something not easy.
Protagonists of the images are Golden-Globe nominated actor, and newly appointed LOEWE Global Brand Ambassador, Jamie Dornan and singer and songwriter Omar Apollo: each one of them caught in a moment, mid-performance. Pensive and intense, Jamie is pictured as though he’s at an audition or screen test, leaning on a beaten leather chair in a non-descript environment, resting on a wall, sitting on a ladder in what looks like an atelier. Omar, in turn, is pictured performing on a circular stage lit by bulbs, a chrome microphone in his hand, or entering a glittery room. Expressions are intense, time seems to have been frozen. The intimacy of conversational emotion and the raw energy of performing come forward. The leathers, the knits, and the glittery surfaces of the clothes Jamie and Omar wear are depicted in their eerie normality, their textures becoming evident, while accessories create further nuance to the characters, suggesting other gestures: the Screen sunglasses shielding the gaze, the Puzzle Fold tote and the Puzzle bag held in the hands as the bodies lean. The still-life pictures are
just as performative, depicting bags and shoes as caught in action too: collapsing, folding, standing on a podium.
With its stress on the performative subject, the campaign is all about life, and image-making as a way to capture it.
For more information on the LOEWE SS24 collection visit www.loewe.com
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