Greta Lee Leads LOEWE's New FW25 Campaign

LOEWE just dropped its new Fall/Winter 2025 pre-collection campaign, lensed by Gray Sorrenti. Starring brand ambassadors and friends of the house, Yang Mi, Greta Lee, Josh O'Connor and Stéphane Bak, the campaign explores the concept of "character study," capturing its protagonists in domestic settings.

Surrounded by "modernist architecture," the campaign's visuals aim to prioritize reflections, playing with the idea of scale, proportion and detail. Blurring the lines between rehearsal and reality, Sorrenti's vision sees the talent unlike ever before. Meanwhile, key pieces from FW25 make subtle appearances, including the Puzzle and the Madrid bags, along with the Amazona 23.

In terms of ready-to-wear, the pre-collection favors LOEWE's signature fluid shapes and distinctive tailoring, debuting abstract designs and twisted styles. This season's accessories are undoubtedly the star of the show, highlighting classic bag silhouettes in new fabrications and colorways like the new-and-improved Puzzle with the biker belt, grained calfskin Madrid bag or the frilled Ola.

Take a look at the FW25 pre-collection campaign above, with the new silhouettes available for purchase via LOEWE on May 29.

In other campaign news, check out the latest from Zendaya and Louis Vuitton.

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