Loewe’s latest men’s campaign for the Spring/Summer 2024 collection is a captivating exploration of performance and style. Photographed by the renowned David Sims, the campaign focuses on the gestural quality of the SS24 collection, transforming subtlety into bold statements and simplicity into complexity.
Jamie Dornan and Omar Apollo Take Center Stage
Golden-Globe nominated actor and Loewe’s new Global Brand Ambassador, Jamie Dornan, alongside singer-songwriter Omar Apollo, are the protagonists of this visually arresting campaign. Each captured in mid-performance, Dornan exudes a pensive intensity, reminiscent of an audition or screen test. Apollo, in contrast, is seen performing on a circular stage, embodying the raw energy of a live performance.
Intimacy and Intensity in Detail
The campaign highlights the intimate emotions of conversation and the intense energy of performance. Dornan and Apollo are dressed in Loewe’s latest, with leathers, knits, and glittery textures taking center stage. Accessories like the Screen sunglasses and the iconic Puzzle bags add layers to their characters, suggesting a narrative beyond the frame.
Still-Life As Performance
Not just limited to the models, the still-life images of bags and shoes are presented as if caught in action, adding a dynamic element to the campaign. These pieces, depicted as collapsing, folding, or standing, complement the campaign’s focus on life and the art of image-making.
About the Cast
Jamie Dornan, now the LOEWE Global Brand Ambassador, is known for his roles in “Belfast,” “The Fall,” and the recent “A Haunting in Venice.” Upcoming projects include Season 2 of “The Tourist” and “Heart of Stone” on Netflix.
Omar Apollo, a bilingual pop and R&B artist, has quickly risen to fame with his debut album “Ivory” and the critically acclaimed EP “Live For Me.” He’s celebrated for blending pop with the funk and soul of his upbringing. Stay tuned for more LOEWE updates and explore the collection on the official LOEWE website.