take a bite from loewe’s surreal fruit salad

Jonathan Anderson's clever spring/summer 18 campaign trades fashion for fruit.

by Zoé Dreadon
|
29 September 2017, 9:16am

This article was originally published by i-D Australia.

Loewe's latest advertising campaign is feast for the eyes, courtesy of Jonathan Anderson, Steven Meisel, and Pat McGrath — dream team.

The photo series, titled Fruits, acts as part of the Spanish house's spring/summer 18 campaign. Italian model Vittoria Ceretti poses with various tropical fruits which Loewe identify as "mangosteen, pomegranates and melons." In each surreal image, Pat McGrath mirrors their naturally vibrant colours.

Strikingly, there's not a single Loewe garment in the campaign. In conversation with Vogue, Anderson described the imagery as propaganda. "Each time we do a campaign, it has to challenge the entire team, and it has to be something we can put in windows, put on the street," the Irish designer said, explaining that this season marks a new era of minimalism at Loewe. "It's about the idea of reduction."

Posters of the campaign are being distributed to over 500 Parisian kiosks, and woven versions of the photographs will hang like giant tapestries in Loewe's Paris space.

Since Anderson became creative director in 2013, Meisel has become a frequent Loewe collaborator. In fact, he photographed Anderson's very first campaign with the house, autumn/winter 15. "I don't think I could have done this job without him," the designer told Vogue, "I think he was able to articulate the dream." Here's to many more.