Kaia Gerber, daughter of supermodel Cindy Crawford, doesn’t just embrace the surreal in Loewe’s latest campaign, she takes a bubble bath in it. Soaking in a freestanding tub that’s surrounded by thick clouds of soapy suds, her punchy up-do and extended arm (upon which rests a mini Amazona), offer a stark break from a gloomy backdrop of roadworks and naked trees – but this is just the beginning.
The actress and model is one of many famous faces that bring the brand’s playful, Juergen Teller-shot lookbook to life like a static, off-kilter comedy. Take Anthony Hopkins in his sunny back garden, looking as regal as ever in a campy doughnut tee and duster coat lined with fairy lights. He’s giggling as he points to his studded jumbo tote, which has, evidently, just delivered a classic one-liner.
Josh O’Connor is far more pensive, his eyes penetrating deep into Teller’s lens as he desperately listens to the waves crashing inside a small shell held up to his ear. Elsewhere he appears enveloped in mounds of curly shearling, taking a country walk that had to remind him of his God’s Own Country days.
This cast of characters, which includes the likes of Caroline Polachek (singer), Maya Nakanishi (Japanese Paralympic athlete) and Lynda Benglis (American sculptor), and their shifting moods, highlight the energy reverberating in each seam and stitch of Loewe’s pre-fall collection.
Colour, as always, is striking and playful in vibrant shades of orange and green. Materials like denim are shredded into a delectable palette of fluffy threads that take residence on calf-high boots. Knits are loose-looped, vests jut out from the waist in jagged abandon, and trousers boast an array of squawking, winged creatures. This is a world we want to live in, populated by Anthony Hopkins and brilliant clothing.
Check out the rest of Loewe’s dazzling Pre Fall 2022 collection here