With a modern take on nostalgia, LOEWE presents its Pre-Fall/Winter 2024 collection.
LOEWE’s pre-collection for Fall/Winter 2024 plays with scale and size to alter our impression of fashion. The Bekonscot Model Village, a finely crafted model village that has enthralled tourists since 1929, became the venue for the showcase of this exceptional collection, which was creatively directed by Jonathan Anderson.
The collection includes a range of forms and dimensions, such as oversized bows, draperies that mold the body along with recognizable LOEWE bags like the Puzzle and Hammock. To emphasize the size of these bags, new, softer versions are displayed inside tiny settings. Featured are the Puzzle Fold tote, Flamenco Purse and Squeeze bag, highlighting the collection’s whimsical yet elegant aesthetic.
By examining the idea of scale, the photographs give the campaign a more realistic sense. Juergen Teller’s photography lends a documentary quality and a touch of dry humor to the campaign, further establishing LOEWE’s own visual language.
TEXT Diar Matahari