Loewe’s new campaign features human emoticons and the best sweet shop ever
By Georgina Gambetta | Fashion | 17 January 2019

Like it or not, emoticons have become integrated into our everyday communication – whether it’s to convey happiness, laughter despair or that head explosion one that just sums up life. For Loewe‘s SS19 menswear campaign, creative director Jonathan Anderson has given a new context to our yellow friends by translating them to a new set of imagery shot by Steven Meisel and previewed below. 


In two portraits, model Julia Nobis enacts the emojis of ‘Despair’ and ‘Hysteria’ whilst wearing a mustard yellow hat and matching and turtleneck, while another image shows Yassine Jaajoui in the middle of an overflowing candy shop worthy of Willy Wonka himself. This season’s imagery continues the theme of playfulness that pervaded the house’s SS19 collection – remember when Anderson transformed the Place Saint-Sulpice into a pom-pom-filled adult playground? Of course you do. 

Elsewhere, never one to forget its routes, Loewe’s campaign also features a still life of the Goya backpack. This nautically inspired piece is named after their home in Madrid and celebrates their deep-rooted commitment to artisan craftsmanship. The composition of the backpack includes heavy duty-cotton, classic Oro suede, tan, and calfskin. What connects it with the rest of the collections playfulness is its rainbow webbing.

Posters of the campaign have appeared across Paris this week for Fashion Week.

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