LOEWE’S NEW AD CAMPAIGN IS ALL ABOUT THE ACCESSORIES, AND GISELE

In Marketing, What's New by Christine Galasso

Loewe today dropped its newest ad campaign and there’s a lot to talk about.

First, the campaign is for its Autumn/Fall 2017 collection. Yes, you read that right. The legendary Spanish luxury fashion label decided to release a series of 3,000 fly posters plastered throughout Paris ahead of its A/W 17 show, set for this upcoming Friday during Paris Fashion Week, in a first for the brand and giving a peek as to what’s in store for the show. And, as in seasons past, the brand displayed a billboard outside its studio space and showroom with the images as well.

Another major takeaway is that the campaign is heavily focused on the label’s accessories. The campaign’s main image features the world’s highest-paid model Gisele Bundchen donning an oversized floppy hat (shown in top image) and another shows a sole Puzzle Bag in a new cloud print. Even a full, head-to-toe shot shows stand-out accessories, including knee-high boots, an oversized clutch and neckwear.

The campaign was shot by Steven Meisel, who’s collaborated with Loewe under the creative direction of designer Jonathan Anderson before. The two teamed up again for this campaign, with Meisel bringing Gisele out of retirement and creating Dali-esque imagery for the brand whose known for its seriously chic esthetic. In the ad pictured above, the model stands in front of a black cloud the photog made using 9,000 silk ribbons.

In the fourth and final image, Meisel simply shows a composition of seemingly vacation items in his signature surrealist style.

 

CEO EXITS CROCS AMID WEAK SALES AND STORE CLOSURES
MUSEUM OF ARTS AND DESIGN OPENS COUNTER-COUTURE EXHIBIT