Top image: LOEWE FW18 Men’s campaign by Steven Steven Meisel

Actor Josh O’Connor has been revealed as the face of Loewe‘s SS18 campaign. The imagery is revealed in the form of  5000 posters plastered throughout Paris this week and features the Cheltenham-born actor from Francis Lee’s recent feature God’s Own Country – a role that won him the Best Actor award at the British Independent Film Awards.

Shot by US photographer Steven Meisel, this news follows the announcement of O’Connor as the new face of the brand, the first under Jonathan Anderson’s creative direction, having won the designer’s heart with his honest performances and elegance.

Meisel photographed O’Connor reading the classic novel Madame Bovary, in a LOEWE hardcover with a special sleeve featuring an archival Meisel photograph from an editorial in US Vogue in 2006, referencing the anti-heroine from the eponymous 19th-century book by Flaubert. The prop alludes to another bit of news, later this year the Spanish luxury brand will release a series of literary classics, all featuring iconic Meisel photographs repurposed for the collection.

The campaign will also be on view on a billboard outside of the LOEWE atelier and showroom on rue Bonaparte.