Pushing the boundaries of character exploration, the Loewe SS25 Precollection Campaign, captured by Juergen Teller, delves into the complex interplay between talent and persona. In this clever exchange, what his characters wear becomes a language of identity: for men, it’s a rugged Americana vibe, while for women, it’s a sleek embodiment of elegance with flowing, draped dresses and leather accents. Even the shoes — whether they’re boat shoes, furry pumps, or sandals — are presented as stand-alone works of art, subtly hinting at the curious contrasts between costume and reality. Teller’s signature dry humor seeps into the imagery, blending the traditional studio aesthetic with a raw, unpolished directness that invites the viewer to pause and ponder the unexpected.

Set against a stark white backdrop, reminiscent of classic fashion portraiture, the campaign features an eclectic mix of talents — Ambika Mod, Ayo Edebiri, Baifern Pimchanok, Drew Starkey, Leo Woodall, Richard Gadd, Rose Wylie, and Sue Kroll — surrounded by performers embodying exaggerated human stereotypes: think sea captains, leather daddies, knights in shining armor, or ballroom dancers paused mid-twirl. The cast is an evolving tapestry of Loewe’s creative community, engaging with these caricatures in a way that feels at once orchestrated and spontaneous, creating a series of images that oscillate between intentional friction and surprising harmony.

Launching in stores and online on Nov. 14, the SS25 Precollection has a subtle undercurrent of playful showmanship. Ambika Mod stands confidently with the Puzzle bag, flanked by flexing bodybuilders, while Ayo Edebiri sports the Squeeze bag as rugby players hover behind her. Baifern Pimchanok poses serenely with the Flamenco bag with a boat captain lurking in the background. Drew Starkey channels all-American charm with the Pebble bucket in hand, frozen in time beside a pair of ballroom dancers. Leo Woodall, meanwhile, grins with his own Pebble bucket, standing next to a knight in full armor. Richard Gadd meets the camera’s gaze as an agriculturist proudly displays an enormous marrow. Finally, artist Rose Wylie is captured in the creative whirlwind of her studio, and Sue Kroll, donning Starry Sunglasses and a coat, holds the Squeeze with a surfer by her side.

Photos courtesy of Loewe.