Loewe’s FW25 Pre-Collection Blurs Reality and Style in Cinematic New Campaign

Loewe’s FW25 Pre-Collection campaign blends cinematic stillness with bold design, starring Yang Mi, Greta Lee, and Josh O’Connor. Launches May 29.

Loewe dives deeper into character and form with its Fall/Winter 2025 pre-collection, unveiled in a new campaign by photographer Gray Sorrenti. With a cast that includes Yang Mi, Greta Lee, Josh O’Connor, and Stéphane Bak, the visuals blur the line between cinema and still life.

Shot in a modern, glass-walled space, the campaign captures moments that feel suspended in time—uncertain yet intimate. Whether they’re actors rehearsing or artists in thought, the subjects appear absorbed, indifferent to the camera.

The clothes are rich in texture and color: smooth leathers, twisted silhouettes, and layered tailoring that hugs and drapes in unexpected ways. Loewe’s aesthetic centers the wearer's identity, letting fabric and form work in harmony rather than dominate.

Bags like the iconic Puzzle—now reimagined with biker belts or sleek finishes—stand out. The Madrid bag in grained calfskin, the sculptural Ola, and the functional Roll-top backpack round out the accessories lineup.

The campaign opens May 29, in stores and on loewe.com. It’s Loewe at its most experimental—quiet, bold, and unapologetically artistic.