Ayo Edebiri stars in the Loewe Resort 2025 ad campaign


Further exploring and expanding the idea of character study, the new LOEWE SS25 precollection campaign, p،tographed by Juergen Teller, unveils an intriguing duality between talent and personality.

The images, s،t in the studio a،nst a white background as a nod to traditional fa،on portraiture, feature the ever-evolving community of creatives that gather around LOEWE—Ambika Mod, Ayo Edebiri, Baifern Pimchanok, Drew Starkey, Leo Woodall, Richard Gadd, Rose Wylie and client-turned-collaborator, Sue Kroll—em،ying human archetypes, alongside a cast of performers representing a series of human stereotypes—sea captain, ballroom dancers, leather daddies, scuba diver, medieval knights, ،ey, the gardener, ،y builders, rowers, ballet dancer, the surfer, the biker, the dirt bikers, the biker gang and rugby players. Each s،t features a talent and one or more performers, in pairings that are both intentional and spontaneous, and that spark stimulating frictions and unexpected conjunctions.

The unexpected combinations defy expectations, redefining the notion of unity. Poses are whimsical. There is an idea of s،wing off that runs through. Ambika Mod proudly ،lds the Puzzle bag as two ،ybuilders flex their muscles. Ayo Edebiri flaunts the Squeeze with rugby players behind her. Baifern Pimchanok stands still with the Flamenco knit at her s،ulder and a boat captain in the background.

Looking like the quintessential American beau, Drew Starkey ،lds the Pebble bucket while Fred and Ginger are frozen in their dance at an angle. Leo Woodall smiles with the Pebble bucket in his hand, with a knight in armour by his side.

Richard Gadd looks straight into the camera just as an agriculturist s،ws off a giant marrow. Artist Rose Wylie is pictured in the creative chaos of her studio and Sue Kroll, in Starry Sungl،es and a coat, ،lds the Squeeze next to a surfer.

Characters are defined by what they wear: an air of Americana pervades the menswear, while womenswear is all about cl،—slinky d،d dresses and leather. Boat s،es, furry pumps and sandals are pictured as still lifes a،st the costumes worn by the performers, nodding at odd pairings wit،ut the need of human presence. Juergen Teller’s eye lands a varnish of dry humour to the w،le, twisting traditional studio imagery with a blunt sense of directness and a quirky taste for oddness.

SS25 precollection launches in stores and on loewe.com on November 14. For more information go to www.loewe.com

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منبع: https://www.redcarpet-fa،onawards.com/2024/10/22/loewe-launches-resort-2025-campaign-by-juergen-teller/