In LOEWE’s FW25 precollection, character takes centre stage once again.

Captured by Gray Sorrenti, the campaign blurs lines between reality and roleplay — a cinematic ensemble featuring Yang Mi, Greta Lee, Josh O’Connor and Stéphane Bak inhabits modernist interiors where reflection, light and form distort expectation.

There’s a quiet tension: bodies lounge, observe, withdraw. Are they rehearsing, dreaming, remembering? Draped in twisted tailoring, fluid leathers and florals, each silhouette plays with scale and proportion — the kind of visual play that defines LOEWE.

Bags become totems in the scene: the Puzzle, the Madrid, the Roll-top. Softness meets structure. Mystery lingers. The wardrobe thinks before it speaks.

A STUDY IN STILLNESS

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