Loewe FW25 blending surreal minimalism with sculptural accessories

Loewe’s Fall/Winter 2025 campaign is a masterclass in surreal minimalism, where fashion becomes sculpture and simplicity speaks volumes. Shot by Gray Sorrenti, the campaign features a cast of distinctive talents including Yang Mi, Greta Lee, Josh O’Connor, Stéphane Bak, and Raffey Cassidy. These models and actors are captured in abstract domestic settings, blurring the lines between rehearsal and reality. The visuals center around exaggerated silhouettes and tactile textures, with standout pieces like the oversized Puzzle Fold Tote and voluminous knitwear that seem to defy gravity. Creative director Jonathan Anderson continues to push the brand’s avant-garde ethos, using distortion and proportion to challenge conventional ideas of elegance.

What makes FW25 especially compelling is its quiet intensity. There’s no loud branding or overt storytelling—just a hypnotic focus on form, material, and mood. The muted color palette, punctuated by flashes of metallic and deep crimson, evokes a sense of introspection and modernity. Loewe’s campaign doesn’t just showcase clothes; it invites viewers into a contemplative space where fashion is both wearable and conceptual. With Yang Mi’s poised elegance, Greta Lee’s magnetic presence, and Josh O’Connor’s introspective charm, the cast brings emotional depth to the visuals. It’s a bold reminder that luxury can be cerebral, and that minimalism, when done right, can feel radical.