LOEWE’s advertising campaigns have proven to be a significant element in the rebrand of the Spanish house. Each season, Creative Director Jonathan Anderson works with M/M Paris, Benjamin Bruno and Steven Meisel to create a series of unforgettable images.
All the campaigns convey LOEWE’s uniquely modern stance: fashion-driven, open to different approaches and inspirations, using ideas to connect past, present and future.
This time the Spanish fashion house created a truly unique campaign publishing a series of classic novels that feature Loewe designs from repurposed Steven Meisel photographs on the sleeve including Josh O’Connor, the British actor who was named the face of Loewe men’s, reading the book “Madame Bovary” and Amber Valletta that Meisel shot for U.S. Vogue in 2006.
Steven Meisel photographed Stella Tennant reading the Spanish literary classic Don Quixote by Miguel de Cervantes in a LOEWE hardbound edition adorned with a sleeve featuring a Meisel photograph originally published in Vogue Italia.
A second image by Meisel shows Tennant and Elise Crombez trapped in an old elevator wearing looks from LOEWE’s Fall/Winter 2018 collection topped with red wigs.
The campaign was released before the fashion show in Paris, which took place on March 4th. 5,000 posters were plastered around Paris for 12 days and after there was a global release via digital platforms with the hashtag #taketimetoread.