Leave it to a brand like Loewe, a photographer like Steven Meisel and a model like Vittoria Ceretti to completely redefine the standards of an advertising campaign in 2017. Following a fairly straightforward Gisele Bündchen campaign last season, Meisel is back with the label’s new imagery for Spring 2018 and he doesn’t disappoint. Serving major Irving Penn realness, the team constructed a series of images themed around “fruits.” Going all out in a successful attempt at pushing boundaries and expectations, Guido was put on hairstyling duties, Pat McGrath worked her magic with the makeup and Benjamin Bruno was at hand for styling.
It should come as no surprise to learn the campaign is a sensation, according to our forums. “I love it, both concept and execution. It works well with the Loewe aesthetic,” commented dodencebt.
“Love the concept, it’s spectacular actually. Very Loewe. This would be such a perfect entry for them into the beauty market,” wrote a delighted Benn98.
“As usual with Loewe: GORGEOUS. I’m sure this will be one of the best of the season. This will make an impact in the streets of Paris!” Lola701 heralded.
Echoing the same sentiments was boleyns. “First one out and already outshining every other Spring 2018 campaign! LOVE it, everything works beautifully and Vittoria is truly showing how versatile she can be. It’s the same concept for every shot yet she looks different in each of them (and not just because of the makeup),” he wrote.
“I am seriously in love with this. I think I may have liked a ton of the images of this campaign on Instagram. Vittoria couldn’t be more perfect for this one. She nailed every shot with those fruits look so delicious. It’s like Irving Penn meets Richard Burbridge. Steven is so perfect with Loewe,” cottonmouth13 approved.
Thatsfierce couldn’t have agreed more: “I’m LIVING. This is amazing!”
See more from Loewe’s new campaign and add your own two cents here.