Loewe have released a preview of their FW17 campaign a season ahead to coincide with their womenswear presentations, taking place tomorrow during Paris Fashion Week. Shot by long-term collaborator Steven Meisel, the campaign continues to expand on the concept introduced by Jonathan Anderson since his first season as the house’s creative director. The format consists of three visual elements reflecting different facets of brand’s past, present and future – headlined by Brazilian supermodel Gisele Bündchen.
It’s a coup for Loewe, Bündchen having announced her retirement in 2015, and is captured here in front of a “suspended black cloud” made from thousands of ribbons. The image circulated around 500 news stands across Paris yesterday morning, with Gisele return creating a frenzy among fashion circles.
The second photo shows the next incarnation of Loewe’s ‘Puzzle Bag’ constructed in a new sky printed calf skin. The cloud theme continues in final image; taken from an exclusive new series of artworks by Meisel titled ‘Compositions’, it depicts a still life of precious and ordinary or mass produced and handcrafted artefacts floating on a transparent table – the artwork feels surreal, reminiscent of the great works of René Magritte.
Finally, as part of the launch Loewe distributed 3000 fly posters of Gisele in their tongue-in-cheek ‘Toast Hat’ and plastered the full series on a billboard outside of the Loewe design studio and showroom at 76 rue Bonaparte, across Place Saint-Sulpice.