LOEWE LAUNCHES SS23 PRECOLLECTION CAMPAIGN BY JUERGEN TELLER

LOEWE presents the Spring Summer 2023 precollection campaign, a playful reflection on individuality, personality and swagger, lensed once again by Juergen Teller.

The ongoing documentation features an array of creatives from multiple disciplines. Director Luca Guadagnino, with whom creative director Jonathan Anderson has collaborated for the upcoming movie Challengers (2023), costume designer Sandy Powell, and actors Taylor Russell, Tang Wei, Leo Wu, Chloe Sevigny and Naomi Ackie along with artist Roni Horn, model Jeanne Cadieu, singer Yeri, and performer Mari Natsuki.

Posing as living sculptures, the protagonists interact with iconic LOEWE bags such as the Puzzle, the Puffer Goya, and styles from the new Chinese Monochrome collection. Wearing pieces from the collection—a mixture of sport influences, humongous sculptural volumes and blunt surrealism—they look straight into the camera, insouciantly interacting with the viewer.

Teller’s harsh, unapologetic gaze and taste for the absurd charges the shots with a twisted sense of humor, multiplying the facets to LOEWE’s prismatic identity.

The Chinese Monochrome collection shines a light on China’s ancient ceramic techniques and pieces from the Ming and Qing dynasties.

The ceramics are renowned for their precise, understated elegance, each the result of centuries of painstaking experimentation by artisans who sought to capture the colours of nature, from ripe fruits to rain-washed skies. Exquisite shades—including Pale Aubergine glaze, Tea Dust glaze and Pale Celadon glaze— have been skilfully applied to LOEWE’s iconic Puzzle, Hammock, Goya, Bracelet Pouch, Luna and Flamenco bags as an ode to the power and beauty of a single hue. Images of the ancient ceramics feature on T-shirts and sweatshirts worn by Tang Wei, Leo Wu, and Luca Guadagnino.

A short documentary accompanying the Chinese Monochrome collection explores the historical and cultural influence of the ancient ceramics, featuring ceramicists Deng Xiping and Natasha Daintry as well as Wang Guang Yao, a professor and research fellow at the Palace Museum in Beijing.

In celebration of the project, LOEWE presents an exhibition at this year’s ART021 Shanghai Contemporary Art Fair where the Chinese Monochrome collection bags sit alongside new monochrome works by Deng Xiping.

LOEWE will sponsor the creation of a new monochrome ceramics educational program at the Jingdezhen Ceramic University that seeks to preserve this ancient craft and its cultural heritage. Located in the thousand-year-old porcelain capital of Jingdezhen, the Jingdezhen Ceramic University is the only multidisciplinary undergraduate college in China that features ceramics studies.

The campaign cast includes:

BAFTA winning British actress Naomi Ackie, known for her roles in Star Wars: The Rise of Skywalker (2019), TV series The End of the F***ing World (2019) and Lady Macbeth (2016). Upcoming projects include playing Whitney Houston in I Wanna Dance with Somebody (2022), co-starring with Channing Tatum in Pussy Island directed by Zoë Kravitz, and a new film by Bong Joon-ho.

LOEWE LAUNCHES SS23 PRECOLLECTION CAMPAIGN BY JUERGEN TELLER

French model Jeanne Cadieu, who has appeared in editorials and on runways around the world, including the LOEWE SS23 show.

Italian director, producer and screenwriter Luca Guadagnino, known for critically acclaimed films I Am Love (2009), A Bigger Splash (2015),Call Me By Your Name (2017) and Suspiria (2018) as well as HBO miniseries We Are Who We Are (2020). Upcoming projects include Bones and All (2022) and Challengers (2023).

American artist Roni Horn, known for work that spans drawing, photography, installation, sculpture and literature. She often explores themes of nature and humanity, meaning and perception, and the complex relationship between object and subject.

Internationally celebrated Japanese performer Mari Natsuki debuted as a singer in Tokyo in the 70s. With a creative career spanning performance and directing, she also appeared in a number of film and theatrical pieces. For Studio Ghibli’s Spirited Away, she brought to life Yubaba’s voice in the animation film and plays the character in its recent theatrical production.

British costume designer Sandy Powell is known for her BAFTA and Academy Award-winning work on films including Shakespeare in Love (1998), Velvet Goldmine (1998), The Aviator (2004), The Young Victoria (2009) and The Favourite (2018). Upcoming projects include Living (2022) and a live-action adaptation of Disney’s Snow White (2024).

Canadian actress and director Taylor Russell is a LOEWE Global Brand Ambassador, known for her roles in the film drama Waves (2019) and TV series Lost in Space (2018 –2021). She made her directorial debut in 2020 with the documentary short The Heart Still Hums and will appear in Luca Guadagnino’s upcoming film Bones and All (2022) alongside Timothée Chalamet and Chloë Sevigny.

Academy Award-nominated and Golden Globe-winning American actress Chloë Sevigny is known for her critically acclaimed work across film and television, as currently seen in Bones and All directed by Luca Guadagnino and The Girl from Plainville. She is in production on Feud: Capote’s Women, with Naomi Watts, directed by Gus van Sant.

Chinese actress and LOEWE Global Brand Ambassador Tang Wei has won awards
at Cannes International Film Festival and the Golden Horse Film Festival among others, and starred in Finding Mr Right (2013), the highest grossing Chinese romantic film of all time. Upcoming projects include Decision to Leave (2022) by Park Chan-wook.

Known for his breakout role in The Legend and the Hero series, Chinese actor and LOEWE Brand Ambassador, Leo Wu is a graduate of the prestigious Beijing Film Academy. Upcoming projects include All Ears and Gu Xiaogang’s Dwelling by the West Lake.

Korean K-Pop artist Yeri is a member of girl group Red Velvet. As an actress, she has appeared in several film and TV projects, including a leading role in series Blue Birthday and tvN’s 2021 drama series Mint Condition.