Fashion

LOEWE's SS23 Women's Campaign Continues to Blend Illusion With Reality

Phygital fashion is here to stay.

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2,216 Hypes

LOEWE's SS23 Women's Campaign Continues to Blend Illusion With Reality

Phygital fashion is here to stay.

Off the back of its surrealist runway show from last season in Paris, LOEWE continues its phygital streak with an all-new campaign lensed by long-term collaborator, David Sims.

Featuring global brand ambassador, Taylor Russell, the new campaign seeks to explore the concept of using body language as a way to promote products and sees Russell blurring the lines between illusion and reality.

Highlighting standout products like the brand’s Nappa leather Paseo Bag, soft Goya Puffer Bag and pixelated jumper, SS23’s womenswear campaign spotlights its most vibrant accessories in dramatic settings. Staying true to LOEWE’s surrealist nature, the campaign features an intentionally visible set-up, with backdrops openly taped to walls or carelessly laid across sofas and carpets going askew. Emulating the concept of a rehearsal, the setting takes cues from traditional still-life portraits, merging age-worn marble backdrops with contemporary objects.

Take a look at the vibrant campaign above, and head to LOEWE’s website to purchase.

In other fashion news, we explore the effects of the celebrity creative director on the industry.

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