Loewe Goes Off-Grid: Why the Future of Luxury Looks Like This
Forget polished perfection - Loewe's Spring/Summer 2025 campaign leans into something raw, real, and quietly radical. Shot by David Sims in the untamed wilds of Catalonia, the series features Drew Starkey, Taylor Russell, and Wang Yibo in a collection that’s part sculpture, part nature study.
It’s not just a fashion campaign - it’s a statement on what luxury looks like now:
Emotion over gloss
Earth over excess
Culture over convention
From sustainability cues to digital-first storytelling, Loewe is reminding us that real beauty doesn’t need a studio. Just intention, talent, and a bold point of view.
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
We’re watching how the best brands blur the line between art, commerce, and culture - and what that means for the next chapter of luxury storytelling.