LOEWE and GR8 Premiere FW22 Campaign

LOEWE has linked up with Japanese clothing boutique GR8 to create the latest campaign for the fashion house’s FW22 men’s collection. The pictorial explores the roots of modern Japanese culture and set in Tokyo’s Harajuku district. The visual story is delivered in portrait shots of a euphoric and dream-like reality with unpredictable chaos. Mongolian photographer Ryu Ika was responsible for capturing figures like comedian Takeshi Kitano, actor Nijiro Murakami, Tokio Emoto, and DJ Jyrrel in their raw form and frozen in time.

The two brands also released a series of short films shot by producer Shotaro Nishioka that highlight the everyday life and traditions of Japan. It’s shot with exaggerated effects, lo-fi aesthetics and 360 angles that follows the cast throughout their daily activities like dinner and/or playing mahjong, a Japanese dominos game. The eccentric, colorful essence of the film highlights the collection’s abstract patterns, shrunken silhouettes and handcrafted leather accessories. The campaign is brought to life in a series of pop-up stores at GR8, LOEWE Omotesando and the Isetan Shinjuku Men’s building. The pop-up will run from July 27 to August 7.

Make your way to LOEWE’s website for pricing and more behind the scene images.

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