LOEWE Goes to Japan for Eye/LOEWE/Nature SS20 Collection’s Campaign

LOEWE just released the Eye/LOEWE/Nature Spring/Summer 2020 collection of technical menswear inspired by the great outdoors with a series of photographs by Gray Sorrenti. It features British actor Josh O’Connor who was hiking through the misty valleys of ancient bamboo groves and cedar trees in the foothills of Japan’s Mount Fuji.

“I think Eye/LOEWE/Nature shows how I see the LOEWE man: he is kind of day-to-day, but at the same time wants to experiment. In a weird way, there is a conservatism to him, but there is an eccentricity inside,” says creative director Jonathan Anderson. This duality of character is reflected in the locations of Gray’s photographs, where the LOEWE man escapes Tokyo’s thickets of neon and noise to find solace in the forests and rivers of the Fuji-Hakone Izu National Park where he camps overnight after canoeing Lake Aishi with Japan’s iconic Mount Fuji in the background.

Many pieces within Eye/LOEWE/Nature weave in a variety of organic and recycled fabrics and as such the collection acts a laboratory for the house to explore more sustainable practices. For every product sold, LOEWE will donate 15 euros to environmental causes.

The Collection

Spring Summer 2020 brings pullover parkas, durable workwear jackets, polo shirts and a new range of organic cotton t-shirts with watercolour prints of landscapes to the Eye/LOEWE/Nature line. Fleece composed of recycled polyester and cotton features in both earthy tones, a vivid purple and a psychedelic multicolour print to line long waterproof parkas and form the body of trousers, shorts and sweaters. Striped T-shirts adorned with the line’s “Eye” signifier designed by M/M (Paris) and seven-pocket cargo trousers complete the collection.



The Accessories

In addition to sturdy calfskin hiking boots in turquoise, orange and yellow, the collection’s accessories feature bags enriched with a wider range of functionalities and introduce materials such as denim, canvas and a fluffy wool camouflage. In a slim, compact silhouette, the new small Backpack features ergonomic cushioning for added back support and a convenient interior laptop compartment, while front buckles of the folded new small Messenger slide to open extra capacity. Both feature calf leather detailing and are designed with versatility in mind, so as to be as well suited to the city commute as they are hiking primaeval forests.

The Publication

Having previously captured LOEWE’s Paula’s Ibiza collections in New Orleans and Santo Domingo in the Dominican Republic, Gray Sorrenti’s photographs of Josh O’Connor see the actor escape the chaos of Tokyo’s Shibuya crossing to find solace amongst the landscapes of the Fuji-Hakone Izu National Park. Collated as a limited-edition soft-cover publication designed by M/M (Paris), Gray’s series follows Josh into city izakayas and rural ryokans, in a taxi, a commuter train, through ancient forests and waterfalls to reach Lake Ashi where he canoes and camps overnight in a tent adorned with Eye/LOEWE/Nature’s ‘Eye’ logo that glows orange against the blue silhouettes of Mount Fuji’s foothills in the distance. A film documenting Josh’s adventure accompanies the publication.

Photography & Video Credits: Gray Sorrenti