LOEWE is offering a preview of its next Fall/Winter campaign during the the women's ready-to-wear presentations during Paris Fashion Week beginning 1 March.
The strategy is unique as it is one season early, as the other labels are only just revealing their current Spring/Summer visuals.
Expanding on the format introduced by Jonathan Anderson since his first season as the house's creative director, the upcoming campaign is centered around three visual elements reflecting different facets of Loewe's past, present and future.
Launching on 500 Parisian news kiosks during the week, Gisele Bündchen wears a look from the collection that will only be shown on 3 March. The Brazilian supermodel is photographed by Steven Meisel against a suspended black ‘cloud’ made from over 9,000 silk ribbons.
The second image shows a new version of LOEWE's already iconic Puzzle bag in which all sides of the design's geometric structure — constructed from calfskin— are printed with a striking sky motif.
A third image, taken from an exclusive new series of artworks by Steven Meisel titled 'Compositions,' depicts a group of objects ranging from precious to ordinary, utilitarian to decorative, and mass produced to handcrafted.
Floating on a transparent table positioned in front of a painted cloudscape, the assortment creates an arresting visual illusion between the surreal and the hyperreal.
Finally, 3,000 fly posters featuring Giselein a dramatically humorous 'Toast' hat will be deployed across Paris.
As in previous seasons, the main campaign images will also be on view on a billboard outside of the LOEWE design studio and showroom at 76, rue Bonaparte, across Place Saint-Sulpice.
