Jonathan Anderson, who brought in Juergen Teller for his latest JW Anderson show-in-a-box presentation, also sent the German photographer around the world to shoot a fun campaign for Loewe, where Anderson has been Creative Director since 2013.
Headlining the diversity of creative types is award-winning “The Crown” actress Gillian Anderson, who dons a mustard yellow eye mask, a shaggy coat and hoists a black Loewe Amazona bag. Anderson appears in the third season of “Sex Education” and is expected to play Eleanor Roosevelt in the upcoming feature “The First Lady”.
The campaign opens today on Loewe’s social networks and outside in Paris.
Teller took his camera to London, Seoul, Shanghai, New York, two cities in California, and an anonymous city in France to capture every personality in situ, planting Korean pop sensation HyunA in front of a wreath of cherry blossoms, and the British actor Nabhaan Rizwan in front of a ping-pong table.
The campaign comes as all things of the 1970s seem to be coming back into fashion: the Amazon debuted in 1975 and comes in three new iterations for fall 2021, including a square version.
According to Loewe, the campaign aims to convey a “message of independence, empowerment and inclusion”, its distribution “united by an energetic outlook on life”.
It also reads as a snapshot of the cutting edge culture and distant interests of Jonathan Anderson, including Venezuelan electronic music artist Arca; British artist Anthea Hamilton, famous for her surrealist sculptures and installations; performance and stage artist Justin Vivian Bond, who advocates for greater trans visibility, and “Miss Aluminum” author Susanna Moore, whose black and gray hair and steely expression radiate vibes ” Cruella “.
“I wanted to create a portfolio of people that I admire for their accomplishments and for their authentic personalities – people of different cultures and identities who I think capture the spirit of our time,” Anderson told WWD.
American actresses Tracee Ellis Ross and Jamie Clayton, Spanish actress Úrsula Corberó and supermodels Mika Schneider and Liu Wen complete the list.
Anderson plans to return to the runway for Loewe’s spring 2022 collection, slated for a runway show and live broadcast on October 1 during Paris Fashion Week.
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