Elemental inspiration

Crinoline dresses hanging on poles, floating lightly in the mist surrounding a forest. Men and women holding branches, studying dry leaves, resting on grass: The new Loewe Spring Summer 2025 campaign, shot by David Sims, explores the relationship between body and landscape, gesture and nature.

Photographed en plein air in the countryside of Tavertet, in the area of Collsacabra in Catalonia, in quite an emotional scenario, the images highlight, in painterly color, the enduring association of Loewe with the natural world, and its connection to Spain, its land of origin.

In the 10th year of Jonathan Anderson’s tenure, the campaign goes back to the geographic roots of the brand and to the photographic language that highlighted an almost pagan connection with the forces of nature, which was characteristic of Anderson’s beginnings.

A longing for nature in its elemental state is part of the Loewe ethos. It touches the aesthetic and the spirit of the collections in the choice of colors, in the tactility of materials and textural aura of the finishes. The ethereal floral prints, the feathers, the earthy leathers, the draped trousers and the trapeze perfectos in Spring Summer 2025 are an expression of this spirit.

With its pagan directness, the campaign brings fashion out of the city on earthy ground, fostering a holistic message of human presence as part of the whole of nature.