DAVID Sims‘ newest women’s campaign for Loewe, for SS23, is a fascinating look at how posing can be used as a sort of acting and mimicry via the use of clothes and accessories. Taylor Russell, the Loewe Global Brand Ambassador, is the star of the ad campaign, demonstrating her acting chops via a variety of physical gestures that advertise the goods.
Images were shot in an unplanned setting or isolated on a white background to serve as a study or process – uncertainty as to the authenticity of the photos adds an air of mystery and interest to the campaign.
Russel strikes a variety of interesting and original stances, including sitting on the floor, lying on a couch, and showing off the distinctive details of the Goya Puffer bag. Backdrops are affixed to the wall or put out on the couch, and the carpet is crooked on purpose to show the viewer how a photograph is really taken.
The photographs include still life arrangements of accessories against dramatic black backgrounds, evoking the style of traditional natura morta paintings. Images are further enhanced by the presence of vintage accessories like silverware and marble statues. Glamorous metal chandeliers and teapots provide a kaleidoscope of reflections that warp the haloes and features of the LOEWE products reflected in them.
Expert construction and attention to detail set Loewe’s Paseo Bag, Wave mask sunglasses, Comic foam Shoe, Goya Puffer pleated bag, and Goya Puffer bag apart as the show’s real stars. The impact as a whole is perplexing and disorienting, with the mise en scene being exposed for what it is. The women’s SS23 Loewe advertising campaign is a fascinating and imaginative look into the world of acting and modelling that highlights the quality and design of the brand’s wares.
by Zlata Kryudor