In anticipation of their FW20 menswear show, Loewe have unveiled a preview for their next campaign, shot by Steven Meisel and starring US footballer and activist Megan Rapinoe.
The triptych of images, combining character, fashion and product, will appear on a series of billboards across Paris and represent the latest chapter in a series of fruitful collaborations between the house, Meisel and creative studio M/M Paris.
Since tasting victory with the US national women’s team last year in France (in which she was voted best player and finished joint top-scorer), Rapinoe has been elevated to new heights, not just because of her infamous refusal of a White House visit and ensuing spat with Donald Trump, but for the way in which she has spoken out on underrepresented issues. Known to fans simply as ‘Pinoe’, her eye-catching political views – and equally eye-catching pink quiff – have made her a leading activist voice. Her bravery in standing for what she believes in – and vocalising that which she does not – has garnered worldwide support and solidified her influence beyond the realm of sport.
“I am so thrilled about this partnership with Loewe and Jonathan Anderson”, says Rapinoe. “Multiple worlds crashing together, creating something bigger, different, and more exciting than either could alone. To me, the goal of a collaboration should not be to stand next to one another, but rather become something else, together.”
Accompanying the campaign stills come a series of short films directed by Benn Northover entitled For Real, that show Rapinoe close-up, confronting the viewer directly, inviting them to react. In one she says, “Use your voice. Speak from heart. Be honest. Find the truth – and it’s uncomfortable sometimes, but – find it, live it, be it!” Hear, hear.