LOEWE Explores Distortion Through Faces, Spaces & Luxury Bags in Men's FW20 Campaign

Starring Megan Rapinoe, “identical” models and the Puzzle bag.

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LOEWE had revealed its Fall/Winter 2020 menswear campaign, enlisting athlete and activist Megan Rapinoe as the campaign’s lead to help portray the concept of truth in the face of distortion.

Jonathan Anderson‘s pieces have been captured by long-time LOEWE collaborator Steven Meisel, who worked with the garments to create a triptych of images that convey the distorted message. Referencing the imprint’s prismatic identity, the campaign begins with Rapinoe whose bright pink hair sharply contrasts with the blue background, distorting her facial features in an angular fashion.

Speaking on the campaign, Rapinoe says, “Multiple worlds crashing together, creating something bigger, different, and more exciting than either could alone. To me, the goal of a collaboration should not be to stand next to one another, but rather become something else, together.”

Following on from Rapinoe is the image of three male models, who from first glance, look identical. Wearing the latest LOEWE looks, these models are indeed completely individual, set in a clinical grey room that has walls deviating in unconventional directions. Finally, Meisel captures the brand’s iconic Puzzle bag as another nod to distortion, highlighting its unique design in a simple product image-style that has been manipulated to make the bag look used. Take a look at the LOEWE FW20 menswear campaign in the gallery above.

In case you missed it, check out Raf Simons’ Willy Vanderperre-shot SS20 campaign.

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