CHARACTER STUDIES: The extras nearly trump the celebrities in Loewe‘s pre-spring 2025 campaign, debuting later Tuesday on the brand’s digital channels ahead of the collection’s launch in stores on Nov. 14.
Dirt bikers, ballroom and ballet dancers, bodybuilders, scuba divers, leather daddies and jockeys all jockey for attention in the quirky images, lensed by Juergen Teller against a white backdrop.
“One Day” stars Ambika Mod and Leo Woodall are among the talents in the ads — Mod hoisting a Puzzle bag as two well-oiled musclemen flex behind her; Woodall laughing in his shirt and jeans next to a Medieval knight in full armor. The two men strike a similar pose right down to the hand positioning, though Woodall carries a leather bucket bag; the knight a long sword.
Also making an appearance are “The Bear” actress Ayo Edebiri, paired with rugby players; “Crazy Little Thing Called Love” star Baifern Pimchanok, teamed with a boat captain; Richard Gadd of “Baby Reindeer” next to a country gentleman cradling a prize-winning gourd, and “Queer” actor Drew Starkey with a pair of medieval knights.
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Rounding out the campaign are artist Rose Wylie, who is pictured in her newspaper-strewn studio, and Hollywood executive Sue Kroll, who Loewe describes as a “client-turned-collaborator.” Currently head of global marketing for Amazon MGM Studios, Kroll is dressed in wintry fashion and stood next to a curly haired surfer and his sky blue board.
There are still-life shots of accessories, too, photographed with elements of the costumes worn by the extras, or props that suggest their character.
According to Loewe, Teller’s eye adds “a varnish of dry humor to the whole, twisting traditional studio imagery with a blunt sense of directness and a quirky taste for oddness.”
Loewe creative director Jonathan Anderson has a strong track record of unusual casting for the luxury brand’s ad campaigns, which have featured the likes of Sir Anthony Hopkins, Paralympic athlete Maya Nakanishi and his nephew, Alfie Anderson.
