When Yang Mi, Global Brand Ambassador of Loewe stepped onto the set of the Spanish house’s Fall/Winter 2025 pre‑collection campaign in May 2025, the fashion press buzzed with anticipation. The campaign, shot by New‑York‑born photographer Gray Sorrenti, unveiled a "character study" concept that places the talent in a stark modernist mansion, blurring the line between rehearsal and reality. Loewe released the collection for sale on May 29 2025, marking what insiders suspect could be the swan‑song of departing creative director Jonathan Anderson.
Campaign Concept and Visuals
Set against a vast glass‑walled mansion in Spain, the visuals treat the models like actors caught mid‑scene. The director asked, "Are they rehearsing, or studying their role?" – a question that hangs in the air as the camera glides in and out of the space, emphasizing scale, proportion and minute detail. Warm lighting highlights the vibrant hues of the garments, while the cool, minimalist architecture provides a stark counterpoint.
Gray Sorrenti’s signature zooms and lingering shots make the mansion feel both intimate and slightly eerie – you’re never quite sure whether you’re watching a film rehearsal or an academic lecture. The result is a series of cinematic stills that feel suspended in time, inviting viewers to linger over every thread and seam.
Key Players and Their Roles
Josh O'Connor, now in his ninth Loewe campaign, returns as the house’s first menswear ambassador, a role he earned back in 2017. His presence feels poignant; Anderson’s exit earlier this year makes the campaign feel like a farewell tribute.
Joining him are Greta Lee, who previously headlined a Loewe spring story, and French comedian Stéphane Bak, whose playful energy adds a hint of irreverence to the otherwise contemplative mood. A source also mentioned rising star Raffey Cassidy, though her images have not surfaced publicly yet.
Behind the camera, Gray Sorrenti crafts each frame with a photographer’s eye for narrative tension, turning a simple wardrobe shoot into a study of character and space.
Signature Pieces and Product Highlights
The collection leans heavily on Loewe’s famed accessories. The iconic Puzzle bag celebrates its ten‑year anniversary with a fresh biker‑belt strap and new colorways that echo the campaign’s saturated palette. The grained calfskin Madrid bag appears in a glossy teal, while the frilled Ola gets a sleek, metallic finish.
- Puzzle bag – biker‑belt hardware, limited‑edition hues.
- Madrid bag – grained calfskin, reinforced stitching.
- Amazona 23 – cropped silhouette, high‑gloss finish.
- Hammock bag – woven leather, soft pastel tone.
Ready‑to‑wear pieces echo Loewe’s signature fluid shapes, with abstract floral prints, twisted tailoring and voluminous silhouettes that feel both avant‑garde and wearable. The use of rich, tactile fabrics underscores the brand’s long‑standing commitment to craftsmanship.
Jonathan Anderson’s Departure and Industry Implications
Jonathan Anderson announced his move to Dior in early 2025, leaving Loewe after an eight‑year reign that transformed the Spanish house into a global powerhouse. His last collection for Loewe, presented during Paris Fashion Week in March, hinted at a quiet, reflective mood – a tone amplified by the character‑study campaign.
Anderson’s exit has set off a flurry of speculation. Some observers wonder whether his close collaborator Josh O'Connor might follow him to Dior as the new brand ambassador, replicating the successful partnership they forged at Loewe. Others argue that Dior will likely opt for a fresh face to signal a new chapter.
The shift also raises questions about Loewe’s creative direction. While the house has not yet named Anderson’s successor, the brand’s recent focus on narrative‑driven campaigns suggests a possible continuity of storytelling‑centric visual language.
Future Outlook for Loewe and Its Ambassadors
With the Puzzle bag turning ten and the campaign’s release timed perfectly before the summer shopping surge, Loewe is positioned to capitalize on both nostalgia and novelty. Yang Mi’s continued role as Global Brand Ambassador reinforces the brand’s appeal in the Asian market, where her fan base translates into tangible sales growth.
Greta Lee and Stéphane Bak add a younger, more diverse face to the roster, signaling Loewe’s intent to court a broader demographic. As the fashion calendar rolls into June, all eyes will be on Dior’s men’s show to see whether Anderson’s aesthetic migration will bring new collaborators on board.
In short, the Fall/Winter 2025 pre‑collection campaign does more than showcase clothes; it marks a cultural hand‑off, a moment where Loewe looks back at a transformative decade while stepping into an uncertain, yet exciting future.
Key Event Details
Loewe Fall/Winter 2025 Pre‑Collection Campaign Launch – – Modernist mansion, Spain
Frequently Asked Questions
How does the campaign affect Loewe’s sales in Asia?
Yang Mi’s status as Global Brand Ambassador has consistently driven higher engagement in China and South Korea. Early reports from May indicate a 12% spike in online traffic from those regions, suggesting the campaign could boost Q3 sales by several million dollars.
Will Josh O'Connor become Dior’s next male ambassador?
Industry insiders say Dior is weighing its options. While O'Connor’s chemistry with Anderson is undeniable, Dior’s creative team hinted they may opt for a fresher face to signal a new direction under Anderson’s leadership.
What makes the new Puzzle bag different from the original?
The latest Puzzle adds a detachable biker‑belt strap, new matte finishes, and a limited‑edition color palette that includes midnight blue and sunrise orange. These tweaks celebrate its ten‑year milestone while keeping the bag relevant for a new generation.
What does Jonathan Anderson’s move to Dior mean for Loewe’s creative future?
Anderson’s departure leaves a vacuum, but Loewe’s board has hinted at a successor who will retain the storytelling focus. Expect a blend of continuity and fresh talent as the house navigates post‑Anderson branding.
When will the Fall/Winter 2025 collection be available in stores?
The collection went live online on May 29 2025, with flagship boutiques in Madrid, Paris and New York receiving stock the following week. Smaller boutiques are slated to get inventory by mid‑June.
