A Study in Character: The Psychology of Silent Communication in LOEWE’s Surreal Fall/Winter 2023 Campaign

LOEWE, led by creative director Jonathan Anderson, pushes boundaries with the new LOEWE Fall/Winter 2023 campaign, captured by visionary photographer David Sims. In this campaign, LOEWE delves into silent communication, utilizing gaze and body gestures to express profound feelings and sensations. The campaign exudes a reductionist spirit that perfectly aligns with the LOEWE aesthetic, making a bold statement in the industry.

LOEWE's FW23 campaign unfolds against a backdrop of enigmatic ambiances, characterized by blurred surroundings that tantalizingly conceal spatial features. Rubberized sheets act as ethereal screens, allowing one to sense the volume of the room without revealing its form. The intentional blurring sets the stage for a surreal journey, inviting the audience to explore the emotions and tactile qualities of the garments and accessories.

The campaign brings forth the inherent allure of LOEWE's signature fabrics, such as velvet, leather, and felts. These sumptuous materials take center stage, resonating with the audience on a visceral level. The images ooze a tactile quality that beckons the observer to reach out and touch, evoking a profound connection with the showcased fashion pieces.

Drawing inspiration from artist Julien Nguyen, the collection pays homage to old masters and classical allegoric paintings. This artistic infusion adds depth and meaning to the campaign, transforming the models into living embodiments of artistic expression. Group shots featuring models adorned with copper and paper wings, in poses reminiscent of Renaissance art, epitomize the fusion of fashion and artistic vision.

The FW23 campaign continues its surreal exploration in the still life images, where bags and shoes take on an almost sculptural and textural presence. Iconic pieces, including the Puzzle Fold tote and the Terra Chelsea boots and derbies, are showcased with bold directness, transcending their functional purpose and becoming works of art in their own right.

The campaign is brought to life by two remarkable talents: Jamie Dornan and Omar Apollo.

Jamie Dornan, celebrated for his compelling performances on screen, has garnered Golden Globe and Critics' Choice nominations for his roles in critically acclaimed productions such as "Belfast" (2021) and "The Fall." His upcoming projects include "Heart of Stone" (2023) alongside Gal Gadot and "The Haunting of Venice" (2023) with Kenneth Branagh. Season 2 of the BBC series "The Tourist" also promises to showcase his exceptional acting prowess. Dornan's diverse filmography highlights his ability to embody characters with depth and authenticity.

Omar Apollo, a true shape-shifter in pop music, has captivated audiences with his unique blend of pop, R&B, funk, and soul influences. His bilingual talents as a singer and songwriter add to the richness of his musical artistry. With his debut album "Ivory" released in 2022, Apollo's star has risen, culminating in a Best New Artist nomination at the 65th Grammy Awards in 2023. His electrifying performances and soulful compositions have solidified his position as one of the most exciting talents in contemporary music.

Through a study of character and the psychology of silent communication, the campaign delves into the surreal through the lens of David Sims, blurring the lines between fashion and art. With textures that evoke emotions and a reductionist approach that defies norms, LOEWE once again proves its prowess as a trailblazer in fashion. loewe.com