The LOEWE men's campaign, captured by David Sims, emphasizes the performative nature of the SS24 collection through gestures and movements that define characters. Golden-Globe nominated actor and LOEWE Global Brand Ambassador, Jamie Dornan, and singer-songwriter Omar Apollo are featured in intense moments mid-performance. Jamie appears contemplative and intense, as if at an audition or screen test, while Omar is shown performing on a circular stage or entering a glittery room. The images freeze time, highlighting the intimacy of emotional conversations and the raw energy of performing. The campaign showcases the leathers, knits, and glittery surfaces of the clothing, with accessories like Screen sunglasses, Puzzle Fold tote, and Puzzle bag adding nuance to the characters. Still-life pictures also capture bags and shoes in action, collapsing, folding, or standing on a podium. Overall, the campaign focuses on the performative subject, portraying life and image-making as a means to capture it.
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