When all eyes are on Paris for fashion week, Loewe uses the momentum to drop its fall 2017 campaign, featuring none other than Gisele Bündchen. The campaign goes around Paris with 3,000 fly posters and and more plastered on 500 news kiosks among others. The campaign, which drops a season early, serves as a prelude to Loewe’s fall show on March 3. What a way to be the talk of town!
Steven Meisel shot the campaign, where Gisele wore a floppy hat, a checkered tunic and thigh-high boots from the upcoming collection by Jonathan Anderson. The campaign has an overall retro feel to it. Besides showing two images of Gisele, the campaign also features Loewe’s iconic Puzzle bag, this time in blue-and-white cloud prints.
Loewe, often referred to as the “Spanish Hermès”, has been trying to revamp its classic brand. The 171-year-old-brand appointed rising designer Jonathan Anderson as Creative Director in 2013, and did a major renovation to its Madrid’s Casa Loewe, which reopened last December.
“I took that first year out and it was the best decision I made because it meant that I got world right, I got the logo right, and we were able to come up with the idea of Loewe as cultural brand—about past, present, and future,” said Anderson in an interview with W.