LOEWE has unveiled its first campaign visuals, created by Jonathan William Anderson. The creative director is M/M (Paris), who designed the brand's new "Anagram" logo.

Previously, actress Penélope Cruz has been the muse for LOEWE's campaign visuals. However, this time, the brand has undergone a drastic overhaul. The newly released images feature a unique layout, with models, portraits, and products juxtaposed across two pages. This is characteristic of Anderson's work, aiming for contrast and the expression of old and new.

The key inspiration for the new images was "An Interpretation," a fashion story shot for Italian Vogue by photographer Steven Meisel in 1997. Anderson was inspired by this editorial, which featured iconic models of the era, including Maggie Reiser, set against a painting by American artist Alex Katz. Additionally, Meisel shot a monochrome image of men's fashion for Spring/Summer 2015, styled by Benjamin Bruno, for this special occasion. It contrasts with his own work from 16 years ago.

The featured products are updated versions of the brand's iconic items. The "Amazona" returns to its original trapezoid shape. The soft-lined "Flamenco" features a knot motif taken from the archives. The "Tote" features bold stripes and an anagram. The brand's history is further emphasized by featuring the bronze stamp that has traditionally etched the Loewe name. This stamp is used to engrave the brand logo on leather, and is lined up to represent a century's worth of pieces.

The evolution and history of Loewe are beautifully contrasted across the four images.