Nature's Runway: Drew Starkey and Loewe Redefine Luxury in the Catalonian Wild
Drew Starkey's starring role in Loewe's Spring/Summer 2025 campaign marks a pivotal moment in luxury fashion, blending Hollywood allure with environmental consciousness. Shot by David Sims in the rugged Catalonian landscape, the campaign features Starkey alongside Taylor Russell and Wang Yibo, exploring the intricate relationship between human form and nature
This groundbreaking campaign stands out for several reasons:
Star Power Meets Sustainability: Fresh from his acclaimed performance in "Queer," Starkey brings a contemporary edge to Loewe, showcasing the brand's ability to tap into current cultural moments.
Artistic Vision: Jonathan Anderson, celebrating a decade at Loewe, pushes boundaries by seamlessly blending high fashion with natural elements. The campaign captures models interacting with the environment, donning an array of floaty florals, feathers, and expertly draped trousers
Environmental Focus: By choosing Catalonia as the backdrop, Loewe reinforces its commitment to sustainability and geographical roots, resonating with eco-conscious younger consumers.
Digital-First Approach: The visually striking imagery is tailored for social media engagement, appealing to millennials and Gen Z luxury consumers.
Redefining Luxury Aesthetics: Featuring actors like Starkey in natural, somewhat "dirty" settings challenges traditional luxury notions, aligning with a more authentic aesthetic that speaks to younger audiences
The campaign's impact on the luxury industry is significant, emphasising the importance of celebrity collaborations, sustainability as a luxury component, and the need for a digital-first approach. It demonstrates how brands can honour their heritage while embracing modern values and aesthetics, setting new benchmarks for creativity and engagement.