In an industry constantly chasing the next big thing, LOEWE—under the meticulous vision of Jonathan Anderson—has mastered the art of making fashion feel both eerily familiar and refreshingly new. The Spring/Summer 2025 campaign, shot by the legendary David Sims, is an exercise in subversive elegance, where high craft meets the absurd, and quiet luxury winks at the surreal.
Sims, known for his razor-sharp lens and ability to distill a mood into a single, potent image, creates a world that is both meticulously staged and slightly off-kilter. The campaign doesn’t shout—it hypnotizes. Models stand like living sculptures, adorned in LOEWE’s signature sculptural tailoring, warped proportions, and those now-cult-status accessories that seem to defy gravity and logic. There’s something deliciously unsettling about the way light falls, the way fabrics fold—a tension between ease and exaggeration that keeps the eye lingering.
Anderson continues his dialogue between fashion, art, and the everyday—this time pushing LOEWE into an even more distilled, conceptual space. Accessories take center stage, whether it’s the Puzzle bag reshaped into an objet d’art or a pair of utterly wearable yet entirely alien-like boots. Everything is familiar, yet a fraction of a second away from becoming surreal.
But beneath the intellectual playfulness, there’s joy—a reminder that fashion should never take itself too seriously. The LOEWE SS25 campaign is a visual paradox: restrained but daring, classic but futuristic, refined but wildly irreverent. And that’s precisely why it works.
LOEWE doesn’t just set trends; it sets a mood. And with Sims behind the lens, that mood is sublimely strange, endlessly chic, and utterly unforgettable.
