OEWE released the 2024 early autumn series of advertisements. Based on creative director Jonathan Anderson’s in-depth research on size and proportion in recent seasons, this concept was extended and specially shot in the Bekonscot Model Village in the UK, a place like “Lilliput”. , founded in 1929, is the oldest model village in the world. It embodies Jonathan Anderson’s method of playing with the sense of proportion of size and height in a direct way of expression, conveying the core concept of defining perception from different points of view and shaping the overall outline. The unique photographic perspective injects documentary-style reality and humor into this series, emphasizing LOEWE’s brand personality that is based on visual language and is always stunning.
This series of advertisements was shot by Juergen Teller, a well-known photography master who has worked closely with LOEWE. His unique shots are unmodified and playful, direct and restrained, and he uses exaggerated techniques to create various postures. The advertisement uses the exquisite architecture of the Bekonscot model village as the background to create a sense of familiarity and surprise. The expressionless posture of the protagonist dilutes the childlike feeling in the scene. The posture and situation are rough and full of fantasy, highlighting LOEWE 2024 The diversity and innovation of the early autumn series include exaggerated cuts and stretched shapes, oversized bows and sculptural shawls, paired with classic LOEWE bags such as Puzzle and Hammock. New versions of the Puzzle Fold, Flamenco Purse and Squeeze bags are softer this season, with still life photos in miniature scenes to highlight proportions.
The protagonists participating in the filming this season are all artists and creative elites from different fields who have worked closely with LOEWE, including Alison Oliver, Archie Madekwe, Dan Levy, Enzo Vogrincic, Kit Connor, Lesley Manville, Sophie Wilde and 070 Shake. This time also There is a guest appearance by Jonathan Anderson’s nephew Alfie Anderson.
